Managed Digital Marketing · Cape TownLivecopper
- Industry
- Lighting, electrical and plumbing supplies
- Based in
- Cape Town, South Africa
- Channels
- Instagram, Facebook
- With us
- Organic social, Google Ads
Plenty of stores sell Franke, Legrand and Grohe. Livecopper’s edge was its people, so we put them on camera at the Cape Town store: skits from the shop floor, and straight answers to the questions customers ask at the counter. 80,800 people reached in eight months.
Google Ads
People shopping for a light or a tap search for the brand before the store. So we built Livecopper's Google Ads around the brands South Africans already wanted, sent each search to a page for that brand, and every rand spent came back 4.2 times.
Brand search
A search campaign built around the brands shoppers ask for by name: Eurolux, Legrand, Franke, Spazio, PioLED and Bathroom Butler, each with ad groups for the ranges people look for most.
A page for every brand
With Livecopper's team we built collection pages on their Shopify store, one per brand, so a search for Legrand landed on Legrand, not on the homepage.
Google Shopping
Shopping ads put the products and their prices in front of the same searches, straight from the store's catalogue.
Tracking first
We rebuilt the conversion tracking before the campaigns went live, so the account learned from real sales, not from page views.
Where they show upWhere the brand search went.
A shopper searching for a brand's range found Livecopper's ad, and landed on a page of that brand's products.
- legrand light switches
- franke sinks
- bathroom butler heated towel rail
- legrand sockets
- franke double sink
- bathroom butler accessories
An illustration. The searches and the ads are from the account; the competitors are placeholders.
What the ads sold.
Pictures: Livecopper.
Results
If you’re in lighting and electrical retail and need to take control of your marketing, let’s talk.
Get in touch with Sebenza Online today for a free 15-minute consult about Managed Digital Marketing: your in-house marketing team, from the content to the ads.
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Organic social
Their people, their products, their premises.
Content days at the store
We filmed at Livecopper's store with our own videographer and kit, and their team on camera: a day of shooting, planned in advance, that came back as a month of reels, edited in-house.
The team as the brand
Humour that suits a supplies counter, with the boss, the staff and the stockroom in front of the camera. People follow people, and these reels gave Livecopper's a face.
Explainers people search for
Fluorescent against LED, under-counter lighting, extractor fans: product knowledge from the shop floor, cut into reels that keep answering the question long after they went out.
Edited, captioned, posted
Every piece was cut, captioned and scheduled by us. We also ran Livecopper's Google Ads, so the people making the content were the people sending the traffic.