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主持人
案例简介：活动描述 用户通常不太关注在线横幅，但仔细观察他们想出租度假房屋的照片。勒罗伊 · 梅林想用这些照片来宣传自己的解决方案，并展示它们的有效性。勒罗伊 · 梅林在 HomeAway 上选择了一些收到负面反馈的房子，对它们进行了翻新，并在房子广告上添加了签名。通过这种方式，勒罗伊 · 马林保证了业主获得更多的成功，并允许每个人更详细地了解完成的项目和实现这些项目的产品。 相关性 那些选择住宿地点的人会仔细查看出租房屋平台上的房屋广告照片。因此，出租房屋平台是推广提出翻新房屋解决方案的品牌的最佳场所。我们利用对这些照片的自发关注，为勒罗伊 · 梅林的产品创造了一个新的虚拟展示:董事会向用这些产品翻新的房子发出信号。这一信息的发布让成千上万的人知道了这些产品，并让业主更容易租到他们的公寓，这要归功于勒罗伊 · 梅林。 概要 私人住宅用于短期住宿的趋势在意大利也在强劲增长。对于 Leroy Merlin 来说，这是一个很好的机会 -- 一个提供翻新房屋的简单解决方案的品牌，从设计的初始阶段到实现阶段提供咨询。我们被要求推广可以翻新房子的服务和产品。由于与 HomeAway 的合作，我们通过翻新一些度假屋，展示了 Leroy Merlin 解决方案的有效性，并展示了由于 Leroy Merlin 的帮助，收到的反馈得到了改善。主持人的目标是激励我们的目标是翻新他们的房子，增加 IDEA piu (忠诚卡) 的订户数量, 通过一个登录页面，用户可以发现和购买用于该项目的每一种产品，并创建登录页面的流量，从而提高产品的可见性。 战略 意大利人对 DIY 有一个障碍。他们认为这很困难，只是对专家来说。此外，主要竞争对手宜家提供了一个方便的快捷方式，有许多陈列室，顾客可以在那里找到完整的外露房间，这显示了最终的结果, 和他们在家里能找到的一样。相反，Leroy Merlin 被视为一家提供许多部件和产品的商店。许多客户无法理解其报价的潜力，也无法想象能够实现的结果。出于这个原因，我们决定带勒罗伊 · 梅林去现实世界，展示一些翻新的房子，并给每个人居住的机会。81% 的意大利人在意大利度假，而且经常选择私人住宅。这就是为什么勒罗伊 · 梅林与 HomeAway 合作翻新一些度假屋，每个人都可以在网上看到并出租。 结果 Leroy Merlin 登陆页面独特访问者: 30.000 Leroy Merlin 登陆页面会话: 32.000 忠诚度计划: 1600 IDEA piu 忠诚卡订阅者到达 facebook 帖子: 7.061.593 • facebook 上的视图和交互: 3m 执行 Leroy Merlin 与 HomeAway 合作，让一些业主有可能翻新他们的房子，更容易出租。勒罗伊 · 梅林选择了收到一些负面反馈的房子，并带他们的主人经历了所有的更新阶段。这些阶段已经记录在登陆页面上，视频讲述了业主的故事，并展示了他们公寓的改造。也有可能看到 360 个项目的图像，从电子商务购买产品，并检查房屋的可用性。在 HomeAway，翻新后的房子因放置在房子广告照片中的木板而被其他房子所区分。信息是: “勒罗伊 · 梅林翻新的房子”。
主持人
案例简介：CampaignDescription Users don’t usually pay a lot of attention to online banners, but watch carefully the photos of the houses they want to rent for their holidays. Leroy Merlin wanted to use these pictures to promote its own solutions and show their effectiveness. Leroy Merlin selected some houses on HomeAway that received negative feedback, renovated them and added its signature on the house ads. In this way Leroy Marlin guaranteed more success to the owners and allowed everybody to see more in detail the projects done and the products used to realize them. Relevancy The photos of house ads on rental house platforms are carefully viewed by those who are choosing the place to stay. Rental house platforms thus are the perfect place to promote a brand that proposes solutions to renovate houses. We took advantage of the spontaneous attention to these photos to create a new virtual showcase for the products of Leroy Merlin: a board signals the houses that have been renovated with these products.The placement of this message has made these products known to thousands of people and allowed the owners to rent more easily their apartments thanks to Leroy Merlin. Synopsis The trend of private houses used for short stays is also growing strongly in Italy.This is a great occasion for Leroy Merlin - a brand that offers easy solutions to renovate houses, offering consultancy from the initial phase of design to the realization. We were asked to promote the services and the products that could renovate the houses look.Thanks to the collaboration with HomeAway we have demonstrated the effectiveness of Leroy Merlin’s solutions by renovating some holiday houses and showing how the feedback received improved thanks to Leroy Merlin. The Host's objectives were to inspire our target to renovate their houses, to increase IDEA PIU’ (loyalty card) number of subscribers, to increase visibility of the products thanks to a Landing page that allows users to discover and buy every single product used for this project and to create traffic to the landing page. Strategy Italian people have a barrier towards the DIY. They see it as something difficult, only for experts. In addition the main competitor, IKEA, offers a convenient shortcut with many showrooms where customers can find the complete rooms exposed, that shows the final result, the same as the one they can find at home. On the contrary Leroy Merlin, is seen as a shop that offers many components and products. Consequently many clients can’t understand the potential of its offer and imagine the results that can achieve. For this reason we decided to take Leroy Merlin to the real world, showing some renovated houses and giving everyone the opportunity to live them. 81% of Italian people spend their holidays in Italy and always more often choose private houses. This is why Leroy Merlin partnered with HomeAway renovating some vacation houses that everybody can see online and rent. Outcome •Leroy Merlin Landing Page unique visitors: 30.000•Leroy Merlin landing page session: 32.000•Loyalty program: 1600 subscribers to IDEA PIU’ loyalty card•Reach facebook posts: 7.061.593•Views and interactions on facebook: 3M Execution Leroy Merlin has partnered with HomeAway to give some owners the possibility to renovate their houses and rent them more easily. Leroy Merlin selected the houses that received some negative feedback and took their owners through all the renewal phases. These phases have been documented on a landing page where a Video tells the stories of the owners and shows the transformation of their apartments. It’s possible also to see 360° images of the projects, buy the products from the e-commerce and check the availability of the houses. On HomeAway the renovated houses are distinguished by the others thanks to a board that is placed in the photos of the house ads. The message is: “renovated house by Leroy Merlin”.
The Host
案例简介：活动描述 用户通常不太关注在线横幅，但仔细观察他们想出租度假房屋的照片。勒罗伊 · 梅林想用这些照片来宣传自己的解决方案，并展示它们的有效性。勒罗伊 · 梅林在 HomeAway 上选择了一些收到负面反馈的房子，对它们进行了翻新，并在房子广告上添加了签名。通过这种方式，勒罗伊 · 马林保证了业主获得更多的成功，并允许每个人更详细地了解完成的项目和实现这些项目的产品。 相关性 那些选择住宿地点的人会仔细查看出租房屋平台上的房屋广告照片。因此，出租房屋平台是推广提出翻新房屋解决方案的品牌的最佳场所。我们利用对这些照片的自发关注，为勒罗伊 · 梅林的产品创造了一个新的虚拟展示:董事会向用这些产品翻新的房子发出信号。这一信息的发布让成千上万的人知道了这些产品，并让业主更容易租到他们的公寓，这要归功于勒罗伊 · 梅林。 概要 私人住宅用于短期住宿的趋势在意大利也在强劲增长。对于 Leroy Merlin 来说，这是一个很好的机会 -- 一个提供翻新房屋的简单解决方案的品牌，从设计的初始阶段到实现阶段提供咨询。我们被要求推广可以翻新房子的服务和产品。由于与 HomeAway 的合作，我们通过翻新一些度假屋，展示了 Leroy Merlin 解决方案的有效性，并展示了由于 Leroy Merlin 的帮助，收到的反馈得到了改善。主持人的目标是激励我们的目标是翻新他们的房子，增加 IDEA piu (忠诚卡) 的订户数量, 通过一个登录页面，用户可以发现和购买用于该项目的每一种产品，并创建登录页面的流量，从而提高产品的可见性。 战略 意大利人对 DIY 有一个障碍。他们认为这很困难，只是对专家来说。此外，主要竞争对手宜家提供了一个方便的快捷方式，有许多陈列室，顾客可以在那里找到完整的外露房间，这显示了最终的结果, 和他们在家里能找到的一样。相反，Leroy Merlin 被视为一家提供许多部件和产品的商店。许多客户无法理解其报价的潜力，也无法想象能够实现的结果。出于这个原因，我们决定带勒罗伊 · 梅林去现实世界，展示一些翻新的房子，并给每个人居住的机会。81% 的意大利人在意大利度假，而且经常选择私人住宅。这就是为什么勒罗伊 · 梅林与 HomeAway 合作翻新一些度假屋，每个人都可以在网上看到并出租。 结果 Leroy Merlin 登陆页面独特访问者: 30.000 Leroy Merlin 登陆页面会话: 32.000 忠诚度计划: 1600 IDEA piu 忠诚卡订阅者到达 facebook 帖子: 7.061.593 • facebook 上的视图和交互: 3m 执行 Leroy Merlin 与 HomeAway 合作，让一些业主有可能翻新他们的房子，更容易出租。勒罗伊 · 梅林选择了收到一些负面反馈的房子，并带他们的主人经历了所有的更新阶段。这些阶段已经记录在登陆页面上，视频讲述了业主的故事，并展示了他们公寓的改造。也有可能看到 360 个项目的图像，从电子商务购买产品，并检查房屋的可用性。在 HomeAway，翻新后的房子因放置在房子广告照片中的木板而被其他房子所区分。信息是: “勒罗伊 · 梅林翻新的房子”。
The Host
案例简介：CampaignDescription Users don’t usually pay a lot of attention to online banners, but watch carefully the photos of the houses they want to rent for their holidays. Leroy Merlin wanted to use these pictures to promote its own solutions and show their effectiveness. Leroy Merlin selected some houses on HomeAway that received negative feedback, renovated them and added its signature on the house ads. In this way Leroy Marlin guaranteed more success to the owners and allowed everybody to see more in detail the projects done and the products used to realize them. Relevancy The photos of house ads on rental house platforms are carefully viewed by those who are choosing the place to stay. Rental house platforms thus are the perfect place to promote a brand that proposes solutions to renovate houses. We took advantage of the spontaneous attention to these photos to create a new virtual showcase for the products of Leroy Merlin: a board signals the houses that have been renovated with these products.The placement of this message has made these products known to thousands of people and allowed the owners to rent more easily their apartments thanks to Leroy Merlin. Synopsis The trend of private houses used for short stays is also growing strongly in Italy.This is a great occasion for Leroy Merlin - a brand that offers easy solutions to renovate houses, offering consultancy from the initial phase of design to the realization. We were asked to promote the services and the products that could renovate the houses look.Thanks to the collaboration with HomeAway we have demonstrated the effectiveness of Leroy Merlin’s solutions by renovating some holiday houses and showing how the feedback received improved thanks to Leroy Merlin. The Host's objectives were to inspire our target to renovate their houses, to increase IDEA PIU’ (loyalty card) number of subscribers, to increase visibility of the products thanks to a Landing page that allows users to discover and buy every single product used for this project and to create traffic to the landing page. Strategy Italian people have a barrier towards the DIY. They see it as something difficult, only for experts. In addition the main competitor, IKEA, offers a convenient shortcut with many showrooms where customers can find the complete rooms exposed, that shows the final result, the same as the one they can find at home. On the contrary Leroy Merlin, is seen as a shop that offers many components and products. Consequently many clients can’t understand the potential of its offer and imagine the results that can achieve. For this reason we decided to take Leroy Merlin to the real world, showing some renovated houses and giving everyone the opportunity to live them. 81% of Italian people spend their holidays in Italy and always more often choose private houses. This is why Leroy Merlin partnered with HomeAway renovating some vacation houses that everybody can see online and rent. Outcome •Leroy Merlin Landing Page unique visitors: 30.000•Leroy Merlin landing page session: 32.000•Loyalty program: 1600 subscribers to IDEA PIU’ loyalty card•Reach facebook posts: 7.061.593•Views and interactions on facebook: 3M Execution Leroy Merlin has partnered with HomeAway to give some owners the possibility to renovate their houses and rent them more easily. Leroy Merlin selected the houses that received some negative feedback and took their owners through all the renewal phases. These phases have been documented on a landing page where a Video tells the stories of the owners and shows the transformation of their apartments. It’s possible also to see 360° images of the projects, buy the products from the e-commerce and check the availability of the houses. On HomeAway the renovated houses are distinguished by the others thanks to a board that is placed in the photos of the house ads. The message is: “renovated house by Leroy Merlin”.
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