Case Helkama Velox – Digital campaign in the Sanoma network exceeded expectations

Helkama Velox has shifted its marketing focus from brand building and awareness to product marketing and tactics, closer to the moment of purchase.

Helkama wanted to use its spring campaign to highlight its new electric bike models and drive traffic to their revamped website. The campaign is based on an in-depth segmentation study carried out last autumn, which was used to define the target audiences more precisely than before. For each target group, advertising materials were created so that those would appeal to them.

"We placed particular emphasis on ensuring that the content captured the attention and appealed to the right audiences. We knew what kind of values and interests the people in the segments had. We thought about how we could reach the audiences channel by channel," says Juha Lauhamaa, Sales and Marketing Director at Helkama Velox.

Click target exceeded by far

In Sanoma digital network we used click-based CPC campaign  for new electric bikes.

"The results were really good from our point of view. The click-through rate was around half a percent, which is above the Sanoma network average. We had almost 30,000 clicks, well above our target of 22,500 clicks. The total number of ad impressions was 6.3 million. The campaign performed very cost-effectively in terms of both clicks and impressions. The CPM is very moderate compared to other networks," says Lauhamaa.

The campaign also served as a test platform: different content and bike models were tested in parallel, providing valuable information on what resonates best with the target audience. This supported Helkama's aim to continuously develop its marketing based on data.

The results of the campaign showed that Sanoma's digital network effectively reaches Helkama Velox's target group.

"Sanoma's digital network works really well for us as an advertising channel. We find interesting audiences and we get both visibility and traffic in a very cost-effective way. It is very likely that we will continue to invest in this channel," Lauhamaa concludes.