Our Work

HMS Movers

By June 14, 2018 No Comments

Intro

HMS Group approached ANCHOVY. with the goal of both growing the brand awareness of HMS Movers and number of bookings for their moving services.

HMS Movers offer a one-stop shop for families and businesses to move furniture from one location to another. Their services range from packaging, lifter services, storage and more.

The collaboration between ANCHOVY. and HMS Group lasted 14 months, and these are the results that we achieved together.

Strategy

As with all clients, the collaboration started with a kick off meeting and the client approached us with a goal that they would like to achieve. There were two, reaching the entire Maltese population and increase phone calls.

Once the goal was set, we reverse engineered the necessary steps for this be achieved. The platforms we decided to go for were Facebook and Google display campaign for brand awareness and Google search campaign for intentful users looking to book furniture moving services.

This was followed by breaking down and identifying the metrics we will be using to measure our
success and set individual key performance indicators for each of them.

The following metrics were tracked:

FACEBOOK

Video Views
Reach
Impressions

GOOGLE SEARCH

Impressions

GOOGLE DISPLAY

Impressions
Clicks
CTR%

Strategy

As with all clients, the collaboration started with a kick off meeting and the client approached us with a goal that they would like to achieve. There were two, reaching the entire Maltese population and increase phone calls.

Once the goal was set, we reverse engineered the necessary steps for this be achieved. The platforms we decided to go for were Facebook and Google display campaign for brand awareness and Google search campaign for intentful users looking to book furniture moving services.

This was followed by breaking down and identifying the metrics we will be using to measure our
success and set individual key performance indicators for each of them.

The following metrics were tracked:

FACEBOOK

Video Views
Reach
Impressions

GOOGLE SEARCH

Impressions

GOOGLE DISPLAY

Impressions
Clicks
CTR%

Content Strategy & Execution

Once the platform was chosen, we created a creative concept from visuals to tone of voice that will story tell the message we want to convey.

Here are examples of some content that were executed:

FACEBOOK ADS

The concept that was executed was to make HMS Movers more than a furniture moving company, but an entity that provides value to everything related to the niche.

This lead to us creating content such as above, providing free tips on how families can move their furniture to their new home at their own comfort

DISPLAY CAMPAIGN

Ads such as above were created and in terms of targeting, we split testing multiple different targeting and the best performing ad group was by placing the ads on the most popular local websites.

DISPLAY CAMPAIGN

Ads such as above were created and in terms of targeting, we split testing multiple different targeting and the best performing ad group was by placing the ads on the most popular local websites.

GOOGLE CAMPAIGN

Google search was used to target users with intent, consumers who are currently looking to book a furniture moving service. This is what we call low hanging fruit, people who do not to be convinced of the service, but convinced on whom to get it from.

Results

The result was the HMS Movers is well-known throughout the Maltese islands, with an increase in bookings taking place throughout our collaboration.

Results

The result was the HMS Movers is well-known throughout the Maltese islands, with an increase in bookings taking place throughout our collaboration.

FACEBOOK

Impressions: 1,437,913
Reach: 170,190
Video Views: 320,000
Page likes: grew by 3,640 to 6,430

GOOGLE SEARCH

Impressions: 414,690

GOOGLE DISPLAY

Impressions: 79,703
Clicks: 4,408

FACEBOOK

Impressions: 1,437,913
Reach: 170,190
Video Views: 320,000
Page likes: grew by 3,640 to 6,430

GOOGLE SEARCH

Impressions: 414,690

GOOGLE DISPLAY

Impressions: 79,703
Clicks: 4,408

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