The task: Orion Leichtenfabrik, Vienna is a family-run lighting company founded 60 years ago. The company has offices throughout Europe. On the territory of Bulgaria the company has shops in Sofia, Plovdiv and Varna. Orion Leichtenfabrik trusted the Digital Marketing Group to increase brand awareness and increase offline sales.

For the purpose of the project, a comprehensive marketing strategy was developed on an annual basis. Together with the company’s sales team, the periods with increased demand for products were researched and analysed, audience segmentation and geographic distribution were divided.

As a result of the analysis, digital and offline campaigns were planned and implemented at different times and for different territories. For each relevant stage of the campaign, a specific activity was planned and selected to be communicated according to the area.

For the brand awareness and direct sales we decided to combine digital with radio advertising. We targeted our key audiences with display campaign, social media marketing, and radio advertising. Campaigns differed in intensity and communication messages for each region based on the behaviour of the people living there and the need on each specific city and/or region.

Our activities included: developing a comprehensive communication strategy, developing a creative concept, producing advertising images and messages, creating and managing banner ads and ads on social media networks, optimizing online campaigns.

We have succeeded to build a better presence of ORION in key areas for the brand and major audiences.

During the different phases of the project we succeeded to cover average 30% of the active population in the country that is using internet and has middle and high incomes segment. Our digital team optimized the online campaigns on a daily basis based on interests, keywords, and audience types.

ORION succeeded in positioning among key regions, with some campaigns reporting more than 40% sales growth over inactive periods.