Well-established since 1886, Bosch boasts a legacy of quality innovations invented to make lives simpler. With a promise of enhancing lives by creating tools for a quiet, healthy, and stylish home, their products deliver efficiency and reliability. Their target consumers are healthy cooking passionates and those with high purchasing power. This premium brand collaborated with us for an online marketing campaign to promote their Healthy Steamed Recipe Contest and hero product, the Bosch Steam Oven. Our objective was to establish and consolidate Bosch as a premium home appliance provider that promotes healthy living, stimulating engagement and closing distance with their target audience. Through driving traffic to the official cooking contest website, we aimed to raise brand awareness and uplift their image online.
Bosch is well-versed in traditional marketing and in-shop promotions. To step up their marketing game and enter the complex world of digital marketing, they collaborated with Madcradle Online for their first digital campaign. This called for flexible use of integrated digital marketing solutions to connect Bosch with their target consumers through mutual interest in healthy cooking. Our client needed to attract and retain their target audience with creative and advertising knowhow, and achieve the best ROI via professional data analysis and optimization strategies. The campaign works double time to consolidate brand image and win back market shares for Bosch’s steam oven from direct competitors.
We strategized a winning integrated digital marketing solution for Bosch. Our development team crafted a user-friendly website as a central hub, featuring product teasers and promotions while hosting the contest. We layered brand information and key opinion leader (KOL) content to stimulate conversion, with the simple application process encouraging participants to upload original content. We followed up with a monitoring and optimizing procedure, utilizing integrated analytic tools to maximize return on investment (ROI) within Bosch’s budget. To drive conversion for the contest, we raised initial awareness amongst the target audience. Through search engine marketing (SEM) and our in-house system, V-Marketer, we placed ubiquitous ads on Google. For social media, we crafted bilingual posts to promote Bosch’s steam oven discount promotion while driving traffic to the campaign website. KOL marketing was implemented for Facebook and YouTube video ads to maximize reach.
This integrated digital marketing strategy effectively established Bosch as a premium brand that cares for their consumers through positive association with the cooking contest. The brand’s digital presence was significantly enhanced through extensive ad reach and active engagement with target groups. view-through rate (VTR) for video ads and click-through rate (CTR) for SEM achieved outstanding results of 1.7 and 2.1 times the Hong Kong average, while social media ad engagement reached 2.5 times the benchmark average. Our whole campaign drew a total of over 800,000 impressions online, with the final cooking contest voting drew over 5,000 votes. This resulted in a substantial increase in fans for Bosch’s Facebook page, reaching over 19,000 fans. Branding objectives are attained successfully through our efforts.
1 Using an interactive website as the central hub for hosting the Healthy Steamed Recipe Contest calls for easy consumer access and business administration.
2 For effective showcasing of the Steam Oven’s many features, we utilized the website as another platform for product education.
3 We employed a professional photography crew to get the best angles of the Bosch Steam Oven, highlighting its mechanisms to reinforce its steam function.
4 To complement the product shots, the crew shot a video showcasing dishes made with the oven itself and styled by a professional food stylist.
5 Our campaign went viral with KOLs as Star Blogger Participants. They inspired and encouraged their fans and consumers on social media to join the contest with their own creative steamed dishes.