Accelerating the business until it became the market’s undisputed leader.
Running performance-based acquisition campaigns.
Running consideration and conversion campaigns, continuously.
- Period
- Since 2016
- Services
- Marketing econometrics
- Data tracking
- Commerce
- Client
- Batmaid
- Key media
- Google Ads
- Bing Ads
- Social Ads
Batmaid provides household cleaning staff. Founded in 2015, Batmaid established itself in its sector within a few years, leaving every competitor well behind — the long-standing players as much as the newcomers — until it became the reference in B2C cleaning. We began working with Batmaid at the end of 2016, when the company chose to start accelerating its growth.
Challenge
Put a performance-driven media strategy in place, to accelerate growth in French-speaking Switzerland and win the German-speaking market.
Our job was to get the company off the ground, using data to build effective online marketing.We also had to put tools in place for analysing the results of offline marketing, so as to support Batmaid’s leadership in its marketing investment decisions.
Strategy - Modelling consumer data and steering omnichannel media investment by the KPIs.
Our data department first built models to calculate the value of customers against various criteria: their canton of origin, the source of acquisition, and others.
We then put a number of dashboards in place to follow how those values moved, as the figures below show.
With those values under control, we developed online marketing campaigns across a great many digital channels, and steered them not on current revenue, but on the projected revenue the customers acquired through those campaigns would eventually bring. From then on we could raise volumes while making sure every customer acquired was profitable.
To be sure the projections were realistic, we built tools to follow how they evolved. Once the campaigns were developed and optimised to maximise profit against the projected KPIs, we fed Batmaid’s overall acquisition data into tools that make the results of each campaign visible.
From there we could advise Batmaid’s leadership on its offline investments. By cutting what was not profitable and pressing on what was, Batmaid grew at remarkable speed.
After 180 days, Google Brand converts five times more sign-ups than YouTube
Conversion rate, in %: share of sign-ups who made at least one purchase, by the number of days since they signed up, per acquisition channel.
Source: data simulated for illustration, Bright; curves read off the original figure, approximate values · Chart: bright.swiss
Five years after sign-up, LTV varies by only 13% between channels
Average LTV of a customer, in cumulative CHF, by the number of months since sign-up, per acquisition channel.
Source: data simulated for illustration, Bright; curves read off the original figure, approximate values; Facebook/Instagram, hidden beneath the other curves in that figure, could not be read · Chart: bright.swiss
Impact - A growing company that set out to win Switzerland, and did.
From 2017 on, we made lead acquisition profitable.
With everything we had learned about the French-speaking market, we entered the German-speaking one with considerable success, and quickly produced steady growth. In twelve months, we raised new customer acquisition by 167%.
127%
more new customers acquired in German-speaking Switzerland, 2019 against 2018.
47%
of profits come from German-speaking Switzerland
88%
growth in worldwide profit.
These guys are obsessed with performance and results, their approach delivered results consistently in the last 8 years and was instrumental in Batmaid becoming the #1 platform in Switzerland.
