Customer Background
Dulux Renovation Services is a one-stop wall renovation service brand under AkzoNobel Coatings International Co., Ltd.
Dulux Renovation Services was launched in 2008, primarily providing wall painting and wood finishing services for homes:
- Helping to solve wall problems, such as cracks, peeling, mold, stains, and graffiti.
- Wall color renovation, providing color recommendations.
- Textured wall painting services for feature walls and graffiti walls.
- Refurbishment of wooden furniture such as doors and windows.
The so-called “one-stop” service means that customers can enjoy “one-step” service. Not only are there renovation consultants to conduct wall inspections, but also recommend suitable wall paint products, match wall colors, and provide professional masking protection before painting, furniture moving, wall treatment, paint application, post-paint construction waste removal, furniture placement, and overall cleaning services.
Customer Needs
The client focuses on collecting effective sales leads as the main investment goal, with KPI assessments for both effective lead cost and effective lead volume.
The client requires optimizing and expanding investment strategies based on the original investment plan, and obtaining more effective leads as much as possible under the premise of controlling lead costs.
Solutions
Optimize the original BAIDU search platform investment, combine BAIDU's performance-oriented products such as oCPC, form styles, and cooperate with BAIDU mini-programs as landing pages to create a marketing closed-loop and improve retention rates.
Expand platform reach. In addition to BAIDU search, add BAIDU information feed, Toutiao search, Toutiao information feed, Douyin search, Douyin information feed, Tencent information feed, Xiaohongshu search and other advertising platforms to horizontally expand and obtain more effective sales leads.
Marketing Effectiveness
After optimizing investment methods and horizontally expanding platforms, Dulux Renovation Services' KPIs have been significantly improved: the total number of effective sales leads has increased by more than 500% year-on-year, and the average lead cost has decreased by 72.6%.