Creating a link between a Swedish tradition and IKEA
The Swedish furniture giant IKEA aims to provide functional and stylish furniture to everyone around the world. In Sweden, the longest day of the year is often a joyous occasion that is celebrated annually with a feast. IKEA wanted to share this Swedish heritage with its German customers so they launched a campaign called Midsummer. They turned to DEPT® and asked us to help them organize a party and social media strategy around the event.
Special moments create unique memories
This was a two weeks long, intensive campaign which would end with a party that included previous cooperation partners and potential new cooperation partners, bloggers, Instagrammers, and YouTubers alike. The mood was idyllic and local Swedish food and music were on the menu. This was accompanied by relaxed conversations, new acquaintances, and, of course, DIY flower wreaths and matching photo motifs. The event served as a fun occasion to connect with customers online while strengthening the brand’s relationships with their influencers.
IKEA wanted to share this Swedish heritage with its German customers
The #Midsummer campaign was a complete success. Around 40 people came together to celebrate alongside @ikeadeutschland and Midsummer. More than 100 Instagram stories and 20 Instagram images were created, which together generated almost 160,000 impressions. The influencers that were invited shared their enthusiasm for the midsummer party with their social media community and thus acted as IKEA brand ambassadors.
The great vision to establish midsummer in Germany as a kind of tradition, in order to create an occasion to celebrate with friends and family, was successfully showcased through our celebration. Special moments were created that those who attended will remember forever. Every year, IKEA celebrates the Swedish midsummer with various activities. A tangible link was created between the Swedish tradition and the home furnishing retailer as a result of the #MarchMidsummer campaign and the #MarchMidsummer party.
Client Services Director
Transforming the brand’s website to reflect its new positioning
Eneco, one of the biggest energy suppliers in the Netherlands, is a leader in the field of renewable energy. The company has chosen to make sustainability part of a bigger promise: “Welcome to the new world.” A world where sustainability doesn’t hold us back but makes us capable of more. However, this new promise lead the company to want to redesign their website. DEPT® was already working with Eneco when they asked us to help them strategise, conceptualise and design their new company website.
A new and sustainable world
With the message ‘Welcome to the new world’ Eneco is transforming from an energy supplier that supplies electricity and gas to Dutch households to a sustainable service provider that services over 1.2 million people. Our previous collaboration made us the perfect partners to help elevate the company’s digital presence by redesigning the company’s outdated website. Based on interviews, research and data, the new core pillars of the website were going to be service, sales and sustainability. We wanted every website visitor to experience the brand’s promised new world in both a written and visual manner.
We wanted users to experience the brand’s promised new world in both a written and visual manner
A visualisation to make one’s household more sustainable
Eneco has a step-by-step approach when it comes to helping its (potential) customers to make their lives more sustainable. We decided to make this process more visual and fun by creating a 3D house which demonstrates how every household can make this a reality. For example, users can see how installing solar panels or a smart thermostat will help them lower their monthly energy bill. So the 3D house offers people an alternative and dynamic way to browse Eneco’s product and service offering.
A powerful CMS to remain future-proof
Eneco wanted a powerful digital foundation for the future. So, together, we implemented Sitecore 9.0 which offers personalisation at a scale in multiple languages. This enabled the utility company to deliver relevant experiences to individual users as customer profiles are stored and organised in a central system and information is synchronised across all other platforms. At the same time, Eneco employees can easily develop, create and expand their content library thanks to Sitecore’s easy to use interface.
The aim of our visual concept was to make green energy attractive. To support this goal, we crafted a story around each product and service offering which offered a clear description with a wink. From a conceptual point of view, users don’t solely become Eneco customer, but also members. To enable this, we wanted to load Eneco’s new world with a character that ties in with a form of positive activism.
The challenge was to make the message and promise of the New World tangible. Conceptually, people don’t just become Eneco’s client, they become members. And that is something to celebrate. We wanted to load Eneco’s new world with a character that ties in with a form of positive activism. We extended that feeling throughout the appearance of the entire website. The new style has a wide range of assets and colours, the richness of which defines a flexible brand that is equipped to answer the questions of our time.
To showcase that there were numerous activities and areas to explore no matter the time of year, we created an interactive and inspirational From strategy to design, we delivered to Enerco a new website with a mobile-first design, an imperative for most new platform nowadays. The new platform captured the brand’s personality by tying in pop-style elements. The new website was a success and within six months boasted:
- 850,000 users per month.
- 5,000,000 pageviews per month.
- An average session duration of 02:46 minutes.
- A website rating of 3.2 out of 5 – an increase of 0.8 of a point.
Gas Networks Ireland
A customer driven strategy
Gas Networks Ireland (GNI) owns, operates, builds and maintains the natural gas network in Ireland. They service the 650,000 customers, both domestic and business, who are connected to their network. In 2016 we delivered an enhanced digital service channel as the initial foundation of their digital strategy. We continue to partner with GNI to roll out and develop their digital strategy.
Defining a new digital platform
Our initial work for GNI included the redesign and redevelopment of the corporate website with a focus on sales and customer service. Our goals included bringing the connection process online, emphasising the safety message, and integrating into GNI’s CRM.
A digital resource that matches user and business needs
Connecting with customers
UX research and activities were key in helping us to identify GNI’s audience and user groups. We defined their requirements, journeys, and how best to present them with useful information and content.
GNI now has a digital resource that matches their user and business needs. Their website focuses on commercial and domestic conversions, is intuitive and informative, and offers straightforward governance and management functionality.
We supported GNI’s customer expansion strategy to increase natural gas conversions. Potential customers can now inform themselves about the benefits of gas and the steps involved in the connection process. They can check to see if they can connect to the natural gas network and view connection timelines and costs. Once users are ready to connect, it only takes a short series of steps to sign up and pay online. They even get to choose their preferred meter location along the way.
We continuously assess the performance of GNI’s conversion funnel so that we can enhance the experience and connect more customers to natural gas.
A seamless experience through integrations
Behind the straightforward sign up process there are a number of integrations happening to deliver a rich customer experience. They allow customers check natural gas availability in their area and submit meter readings online. On GNI’s side they now have a fully integrated CRM to enable better customer service.
Mapping, CRM, meter reading and address detection are all handled through the following integrations:
- GIS Maps
- CRM Dynamics RESTful API
- IUS Meter Reading
- AutoAddress API
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