We initially identified 3 high-potential targets:
As the professionals and freelancers target took priority, we essentially targeted our communications towards them. In our analysis, we observed a high proportion of Polish and Romanian speakers living and offering their services in Belgium. Our targeting strategy therefore also focused on this high-potential target, in particular by deploying campaigns in the languages concerned.
We also invested in petrol stations on the main national motorways with animations on the screens and print-outs on the pumps. This choice can be explained by the fact that these building professionals visit these petrol stations in the morning when they go to building sites, on their lunch break to buy a sandwich as well as at the end of the day.
An AdWords campaign on social networks supported all the communications. The aim was to increase notoriety and invite users to discover this new, practical and good-value distribution method. These campaigns were translated into French and Dutch as well as Romanian and Polish, with increased targeting on these communities.
October 5, 2018