The new brand asset brought positive results for the OPOP brand in terms of searchability, high visibility and website traffic, as well as the first place in this year’s WebTop100 competition in the Video Advertising category.
OPOP is a Czech manufacturer that has been producing solid fuel boilers - for wood, pellet and coal - for more than 60 years. Proficio has been providing the brand with marketing strategy and managing mainly performance digital channels for more than 5 years.
In the spring of 2024, the client came up with an ambitious goal: To boost brand awareness and increase market share manifold over the next few years.
We wanted to make the brand of OPOP distinguishable from other brands in the segment as much as possible in terms of communication. At the same time, we aimed to give it a long-term recognizable element.
That’s why we came up with the idea for a new mascot, a completely new brand asset. This subsequently opened up many different communication options for us. From TV sponsorship, an updated website - which now includes the new character in the lead role - to large live events where the cute mascot makes a strong presence.
Examples of using the new creative
TV sponsorship was chosen as the core of the campaign to promote brand awareness, as it provides a high reach in the target group and at the same time an interesting price/performance ratio. Furthermore, the campaign covered the entire customer decision cycle through a complete mix of digital channels (display formats, video and performance advertising).
Already after the first month of running the campaign, there was a significant increase in Brand Share of Search, specifically by 12.6%. The campaign ensured high visibility across advertising channels and an increase in website traffic (overall traffic grew by approximately 100%), with high user engagement.
I am very pleased that we have been able to establish a true and long-lasting partnership with OPOP. We have been moving the brand forward together for more than five years. Thanks to a clear strategy and defined tactics, we manage key marketing processes step by step and achieve measurable results.
The new mascot in the main role celebrated success not only with OPOP customers, but also in the prestigious WebTop100 competition, where it won first place in the Video Advertising category. The expert judges appreciated the quality and concept of the creative as well as the goals achieved.
