Ulferts is Hong Kong’s first high-end European furniture retail chain store, serving customers with superior sales and after-sales services for over 40 years. They are famous for their wide range of quality European furniture, boasting comfort and contemporary elegance. Their target customers range from 25 to 40 with high purchasing power and an eye for luxury and quality. This local hero brand teamed up with us to consolidate their branding by establishing digital presence amongst their target audience. Following our philosophy of integrated digital marketing, we selected the best mix of products and solutions for Ulferts. Our objectives were to expand their target customer group to reach younger consumers through raising brand awareness and boosting social engagement.
Ulferts' loyal customer base revolved around the older, wealthier generation that respond well to traditional marketing strategies. Since the company is turning its sights towards a target group of 25-year old newlyweds and new property owners, digital marketing is the better, more flexible option for attraction and conversion. Our young and energetic Maders are experts of working the digital market. Ulferts needed specialist knowhow and creative expertise to create touching advertising campaigns with heart-warming and relatable content for excellent results in customer attraction and retention. Extensive ad coverage and optimization followup to complement the content were required to achieve the best outcome according to their budget.
For Ulferts’ regular ads detailing discounts and sales, we employed the services of search engine marketing (SEM), Facebook carousel and post ads, and our V-Marketer banner display system. We went with an emotional approach to complement this, weaving a heartfelt campaign under the theme of 賞家更想家 (Ulferts brings the heart closer to home). To stoke familial empathy, we released a series of heartwarming video ads along with KOL interviews with Kelly Cheung, Daisy Wong, and Real Ting, who shared their stories of ‘home’. Add in our trendy Facebook posts, and we have captured the hearts of Hong Kong. Moving with the times, we engaged Facebook audiences with new live streaming and 360 photo functions, attracting positive feedback. Our strategic ad targeting and remarketing strategies gained success in consumer conversion. These triumphant results are further bolstered by Madvisor through Google Analytics, achieving our objectives.
Our integrated digital marketing strategy hit tremendous milestones for Ulferts. YouTube in-stream ad campaign view rate was 4 times the Hong Kong average, while the Google video ad campaign interaction rate reached 22 times the benchmark average. SEM and V-Marketer ads got up to 6 times the benchmark average for click-through rate (CTR). These results were above and beyond other top performing advertising campaigns in Hong Kong. Such successful ad reach and engagement translated into an exciting 150% growth in Facebook fans for Ulferts. This growth in online fan base reflected positively offline as the company’s sales revenue increased substantially, effectively expanding their market share. With this, we consolidated Ulferts’ position as the top high-end European furniture brand in Hong Kong: winning hearts with winning strategy.
1 Tieing in with the theme of “賞家更想家” (Ulferts brings the heart closer to home), we went with an emotional approach to humanize the campaign. Tugging on the heartstrings of our audience, we utilized the KOL’s personal story to elevate Ulferts as a symbol of good taste and home.
2 Ulfert’s Hung Hom Branch Removal sale campaign, we drew upon the shop’s long history to use collective memory as our marketing angle for driving traffic to the sale and boosting awareness for their new location in Telford Plaza.
3 To commemorate the long-standing relationship between the Hung Hom branch and local residents, we created minibus plates to stir up nostalgic resonance with those who travel by minibus and used Ulferts as their daily integral landmark stop.
4 Through Facebook voting, we can effectively gather data on customers’ inclinations, allowing Ulferts to know what products to release in the coming year to satisfy their customers.