'KEF at Home' campaign yields promising results

As an audio pioneer and industry-leader, KEF has a loyal customer base. Those who invest in KEF products are particularly interested in high-fidelity sound, which is why in-person experiences and store visits are essential. But when the pandemic and subsequent lockdowns struck, new challenges emerged for the traditional customer journey. 

Under the “new normal”, KEF launched “KEF at Home”. This campaign gave customers the opportunity to enjoy a 30-day free trial when they purchased selected products online. The campaign was hugely successful and led to the brand winning the gold awards for Best Digital Performance Campaign, Best eCommerce Campaign and Best Programmatic Strategies, as well as the bronze award for Best eCommerce Strategies. With the success of this trial programme, KEF has chosen to extend the offer to the KC62 subwoofer too, so that audiophiles will be further encouraged to upgrade their listening experiences. 

The success of this campaign is largely due to data-driven marketing efforts. KEF monitored online consumer behaviour by leveraging different data management platforms and analytic tools. As a result, the company was then able to identify core and potential audiences. The insights gained allowed detailed audience targeting, and KEF was able to successfully uncover specific target segments by product types instead of just general interests.

When it came to offline behaviour, KEF used third-party data. Location footprints allowed KEF to retarget people who had visited retail stores and KEF Music Gallery, and then  to capture customers who were already in the lower funnel of their customer journeys. The company also understood that purchase decisions were heavily influenced by family members, so it applied household extensions to show ads and track interactions. This ensured that the brand would stay connected to these stakeholders and could communicate with them throughout their decision process.\

Using data, KEF was able to identify high-value intenders. The company targeted this segment by inviting them to product trials and guided them through the process of ordering online, which reconnected them to their discontinued journeys and helped develop a sustainable eCommerce platform. 

Through a data-driven marketing strategy, the purchase of high-value products becomes easier for both businesses and consumers. Far from staying complacent with the success of one campaign, KEF is now even more excited to develop new ideas to elevate their customers’ eCommerce experience.

This article is sponsored by KEF.