Friedrich Air Conditioning Uses the Power of Social Media to Generate Sales

Business Situation

Wanting to increase HVAC sales in their peak summer months, Friedrich needed a strategy to create awareness in their various geographic markets quickly in an effort to increase sales. Given the time constraints, the challenges faced by Friedrich were three-fold:

  • No engagement on their social media sites prior to the contest
  • Small fan base, making organic promotions unfeasible
  • Need to raise awareness and buzz in two different geographic regions (Florida and New York/Tri-State area) simultaneously through the same Facebook page

Solution

esd developed a campaign through social media to grow this community of leads and to generate a quick online buzz around the Friedrich brand. We created a Facebook ad campaign that included both fan ads and promoted post ads to drive more people to the contest. We tracked analytics daily, allowing us to make small tweaks:

  • A/B tested the “Share” button copy to increase the number of referrals
  • Adjusted copy daily to keep people interested week after week
  • Changed the placement of the contest links to see which would create the highest CTR
  • Modified PPC Facebook advertisements to increase CTR
  • Identified optimal times during the day and week to run advertisements to optimize the limited budget

Industry

Industrial

Services

Research

Social Media Management

Social Media Advertisements

Results

  • Increased the number of Facebook fans by 200 percent in four weeks
  • Increased organic reach by 114 percent
  • Generated 214 new customer leads in four weeks<
  • Referred 604 new visitors to the Friedrich product pages in one month

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