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Case Study: Schindler

LinkedIn, Facebook and Google campaigns on a global scale for Schindler's Plan and Design Tool

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Schindler are a Global leading provider of sustainable and smart urban mobility. Since their founding in Central Switzerland in 1874, they have been pioneering new technologies and driving innovation.

Location

Switzerland, United Kingdom, Australia, Italy

Sector

Technology

Service

Branding & communications

The company

Schindler are a Global leading provider of sustainable and smart urban mobility. They help organise cities: by moving people and goods, and connecting vertical and horizontal transportation systems. 

Their elevators, escalators, and moving walks transport more than 1.5 billion of us up and down buildings and across transportation hubs every day.

In their words "We engineer vertical mobility to make urban spaces more comfortable, inclusive, and sustainable”.

Since their founding in Central Switzerland in 1874, they have been pioneering new technologies and driving innovation. 

What is Schindler Planning and Design Tool (PDT)? 

Schindler Plan and Design Tool is an online configuration that enables Schindler customers and future Schindler customers to design and plan for the elevator requirements in their construction project. The Planning and Design tool is also a key element to creating specifications to support the bid process and positioning Schindler to win the job. 

The tool consists of 3 different modules: 

Plan Module:

The tool helps users to define the requirements for their elevator based on the expected building use (e.g. retail, healthcare), the expected building population, and the building height. Additional details can be provided to further refine the results and help the user find the perfect elevator for their building. 

Design Module:

The user can design the interior of the elevator to meet the overall building aesthetic for the project -the design module enables them to change the decoration, lighting, mirrors, etc. and see the impact on the elevator.

Save Module:

Once the elevator is planned and/or designed, the user can download or save the relevant documents (layout drawings, specifications, mock-ups, etc.) for the project to their personal “customer cloud.”

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Overall objectives

  • Target architects around the globe.
  • Improve tool usage by 100% in the 0-12 months following the roll-out of the PDT campaign.
  • Improve PDT registration by 100% in the 0-12 months following the roll-out of the PDT campaign.
  • 5% of new Schindler leads (sales)to be generated by PDT campaign.
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Global markets

The campaign focused on 3 markets to start with: Australia, UK and Italy, to gather valuable findings to share across all PDT teams.

Solution

We blended a healthy mix of social media (LinkedIn and Facebook) and Google strategies for the Italian market, and supported Australian & UK PDT Teams with an extensive Google Ads campaigns.

For the Italian PDT Team UP launched paid social media campaigns with highly creative and inventive messaging across LinkedIn and Facebook to get potential users into our funnel, and for all three markets we created a number of Google Search Ads campaigns and Display Ads to support the acquisition process.

We also supported the efforts of all the organic PDT communications across social platforms to strengthen the brand awareness.

Across the whole campaign we tracked a number of conversions including premium downloads and contact attempts. For all three markets Google PPC Ads proved to be the conversion platform of choice, followed by LinkedIn.

Results

A roaring success: we have shared all the data gathered throughout the campaigns (such as highest conversion terms, best performing ads, etc.) with the Schindler Group, so that the global PDT teams could take them into consideration and apply them across their marketing strategies for the next global territories to implement.

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