How we developed a data-driven communication campaign for EWE
Fast Facts
- We conducted market research on LED retrofitting for EWE.
- Based on the results, we produced a white paper as a key content piece and other short formats for digital marketing.
- We also supported the distribution of the white paper with the help of mailings and ads in the Statista newsletter.
The Challenge
EWE is the fifth-largest energy company in Germany and a pioneer in the supply of renewable energy.
Since August 2023, an EU-wide ban on the sale of fluorescent lamps has been in effect, prompting many companies to urgently modernize their lighting. However, many of them were either unaware of the ban or needed more information about the conversion process and available financing options, which caused hesitation. EWE offers a comprehensive LED solutions package and aimed to effectively communicate this message.
Our Approach
A holistic communication campaign on the topic of LEDs in companies was designed to inform not only existing customers but also other stakeholders. Using compelling data and engaging material, we helped demonstrate the benefits of retrofitting, as well as the options for implementation and financing.
Our market research team conducted two surveys of 100 managers from medium to large German companies. Our team used the data to create a 17-page white paper. The paper was supplemented with information on the benefits of LEDs, such as their savings potential in terms of energy consumption and costs.
The survey results were presented in various formats, each tailored to EWE's specific communication channels. Our team also supported EWE with the distribution of the white paper:
- Focus on core topics of the surveys for marketing, showcased in the form of infographics
- Production of audio format - from short teasers to a complete audio book version
- Development of a presentation with the key findings
- Sending stand-alone mailings that highlighted key facts from the study
- Advertising placements in the editorial Statista newsletter
‘Statista supports us with data-driven content that connects with and wows our target group. The dedicated team provides us with highly professional assistance in everything from research and concept development through to graphic design and distribution. We can count on their outstanding flexibility, speed and client focus throughout.’
Nico Frieden Business Customer Marketing, EWE
The Outcome
The holistic cross-media communication concept and the content formats tailored to various channels (e.g., social media, newsletters, blogs) enabled EWE to raise awareness and interest in the LED conversion and its practical implementation, while also generating new business contacts.
- The stand-alone mailing achieved an open rate of 28.6% and a click rate of 1.4% among approximately 316,000 recipients.
- The content ads in Statista's editorial newsletter 'Daily Data,' with a reach of approximately 627,000 recipients, achieved an open rate of 29.5% and a click-through rate of 0.2% during the week the ad was featured.
Methodologies & Capabilities:
Market Research + Design + Advertising