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“Reuben, Hattie, Gareth, Jonty, Brad, Ryan and their super talented team helped us realise our digital potential and reach our goals quicker than we ever thought possible, the sky really is the limit with these guys! They’re super knowledgeable, out of the box thinkers, and an absolute pleasure to work with. Couldn’t recommend the team more highly to anyone looking for results, fast... plus they're just an incredibly nice bunch!.”
Increase in qualified leads
Directly attributed to our ads
Increase in website conversion
Across web & landing pages
Increase in revenue
Against original target
Lightforce is New Zealand’s fastest growing solar panel provider with big ambitions. Expanding nationwide and building solar hubs up and down the country they are looking to double every aspect their digital marketing.
A scalable lead generation system comes in two stages. Initially we’re focussing on capturing more of those currently in-market, how in the medium term we need to build demand for renewable energy throughout the country with the Lightforce brand the the center.
Major moving parts within our growth strategy:
Scalable advertising has moved away from audience targeting being the key predictor of success, and towards creative excellence. To scale leads we needed to create a range of new ads each month while testing our assumptions of what makes people act. We then used those learning to refine ad creative towards performance and reinvest budgets in our most profitable ads.
With the majority of traffic flowing from social advertising channels, our mobile landing pages were a key to driving a great results. We priori-tied clarity and scalability as we showed why someone should both get solar panels as well as choose Lightforce to do it.
With a goal to quickly summarise the key value offered and establish trust, the rest of the landing page works to educate and convert, while making enquiry as simple as possible. We focused on simple scannable brand language while avoiding jargon, mentions of price, or any aggressive sales tactics.
Ultimately teasing price and building intrigue were the most important factors for conversion, giving a reason for people to get in touch, rather than assuming they have enough information to make a decision without the sales team.
We were asked to build a recruitment campaign to reach out to young planet conscious electricians and what better way to engage with them than on tiktok. Leaning on the expertise of our Gen-Y tiktokers within Double, we created a series of ads that were a combination of on trend, future proofed and maximised watch-through.
The result? We had to turn off the campaign early because the HR team was overwhelmed with applicants. With a media spend of less than 2.5k, over 350 leads and a CPA of $6.71 it was fair to say the future’s looking bright for Lightforce,
Scaling ads isn’t always a straight line. We walked through a deliberate testing program to uncover what series of messaging was most likely to convert kiwi home owners. Messaging continued to change over time to reflect evolving concerns of our different personas around climate, cost of living, interest rates, realestate outlook, local responsibility, subsidies and understanding of the product category.
