Würth FR boosts brand awareness with video advertising

The Würth Group is a global wholesaler present in more than 80 countries. In France alone, the company has 3,800 employees, of which more than 2,700 are sales staff. In addition, they have more than 180 sales outlets throughout the country, a call center, and a growing e-commerce offering.

Its global presence and extensive catalog make Würth a top company for the purchase of tools and equipment amongst building professionals.

Aware that video ads are an essential element for generating brand awareness and discovery, Würth FR decided to work with Criteo to integrate video advertising into the rest of their campaigns. As a result, Würth improved the quality of their campaigns while adapting to their customers’ evolving needs and behaviors.

Creating strong customer lifetime value

Integrating video to drive brand awareness into Würth’s campaign approach complemented other retargeting and acquisition campaigns, ensuring complete and effective conversion in the sales funnel. Lower-funnel campaigns perform best with interaction campaigns simultaneously active in the upper funnel. By harnessing campaign strategies across the entire funnel and utilizing video ads, Würth directed new internet users to feed the conversion campaign.

“Beyond the ‘classic’ metrics such as CPM, impressions, and number of clicks, what we are particularly interested in with this type of campaign is the transition of users between our different campaigns to achieve a complete funnel experience,” says Mickael Gillig, Würth France’s Digital Marketing Manager.

Activating within a B2B market, Criteo defined Würth’s audiences to create messages that would resonate with consumers and drive an impact. As a result, since launching the brand awareness video campaign, Würth achieved a completion rate of 69.11%, a click-through rate (CTR) of 0.91%, a cost per completed view (CPCV) of 0.0075€, and a viewability rate of 86%.

Würth and Criteo plan to continue collaborating across various campaign initiatives. “We want Criteo to be part of our omni-channel journey. Now, we have just launched a web traffic campaign and we are in the process of launching another geolocation campaign,” added Mickael Gillig.