Ecostar Double Glazing
Media Buying
Paid Social Media
Organic Social Media
Industry
Services
Home improvement
Problem
Ecostar has been providing services since 1979, but required an update to their brand identity to reach a more modern audience and continue generating revenue. To ensure they could establish themselves as the number one name in double glazing, Ecostar required a multi-channel marketing approach that would continually reach the right audiences and cultivate a buying impulse.
Solution
We curated a tailored marketing strategy that prioritised radio advertising to ensure Ecostar’s brand name was always being promoted and recognised. Radio ads were designed to highlight their unique and seasonal price deals, creating a fear of loss that would prompt listeners to act immediately. Radio was augmented with organic socials and paid social media advertising, designed to reach homeowners, and to continue emphasising Ecostar’s competitive deals.
Social Media
Ecostar wanted to augment all of their marketing and promotional efforts with a social media strategy, including both paid and organic channels. To extend their presence, we created custom designed social ads to appear on Facebook, Instagram and Pinterest, channels that would appeal to the target homeowner and property sector demographic. Facebook and Instagram were prioritised due to their wide reach and appeal to all ages, while Pinterest was also chosen as it played into the platform’s main use: collating inspiration. Ads could target those who were searching for house improvement or homewares, generating leads from a qualified audience. These ads were then backed up with an organic social presence that highlighted Ecostar’s products and services while also providing a space for audience engagement.
Process
In 2021, we delivered a 10:1 revenue to investment ratio: Ecostar invested $150,000 into social media and generated $1.5 million in revenue. Our paid social ads were custom designed with branded graphics and discounted offers that created a purchase impulse. Similarly, our designs were customised to include season-specific imagery that tied into seasonal sales. All of Ecostar’s paid social ads used a consistent voice and colour scheme, ensuring that every interaction with the brand from the audience reaffirmed and reflected the same brand identity.
These ads and imagery were then reflected in organic social posts, ensuring a consistent brand identity and overall digital presence. Organic social posts contributed to overall brand growth in the last financial year, with Ecostar’s combined channels growing in followers, reach and engagement in the period.
Results
FINANCIAL YEAR 21-22:
66%
increase in actions
on previous FY
122%
increase in social
media impressions
on previous FY
216
avg. actions
per month
Media Buying
Ecostar’s category of double glazing is not the most well known amongst everyday people, but it is one that can be vitally important and interesting for those in the property space, including homeowners. Ecostar required a more extensive media presence, including an effective radio approach that would target consumers in the 30-59 range, as these people are more likely seeking to be 2nd home buyers or looking to improve their current homes. Buying the appropriate media space was fundamental to Ecostar’s growing presence in the market.
Process
We delivered an audio brand repositioning strategy for Ecostar, developing a catchy jingle that played on a variety of radio stations, including traditional FM stations Gold, KIIS, Triple M and Smooth, as well as the AM stations 3AW and SEN. In combination, these stations reached consumers across all relevant age demographics.
We extended this reach with ad placement on DAB+ stations Gold 80s and KIIS 90s, and onto audio streaming. Ads were played on iHeartRadio’s streaming service, giving Ecostar an audio presence in all areas of the sector, and one able to adapt as the industry and listening behaviours changed.
Results
