Our expertise in SEM and SoMe takes Smeg to new markets

Smeg is an Italian company known for its colorful and high-quality appliances and household products. Since 1948, Smeg has combined modern technology with retro-inspired design in its popular products, such as refrigerators, ovens, and kitchen appliances. With its unique aesthetics and focus on detail, Smeg has established itself as a premium brand in homes around the world, where function meets form in every product.

In February 2024, Mild launched a marketing project with Smeg. The project aimed to strengthen Smeg's brand awareness and increase sales in the Nordic market. Our team included our top experts in SoMe, SEM, project management, and design, who worked together with Smeg to develop and implement their marketing strategy for the "Try at home for 100 Days" campaign.

One of the biggest challenges at the start of the project was creating a tailored strategy for Smeg, as the amount of data from previous campaigns was somewhat limited. This gave us a unique opportunity to design a strategy that matched their needs and goals. Smeg’s objective was to increase sales, web traffic, and brand awareness across the entire Nordic market.

To meet these challenges, Mild developed a comprehensive strategy model that integrated multiple channels: SoMe (social media), SEM (Google Ads), DOOH (out-of-home advertising), as well as design and project management. We focused on creating unified communication across all channels to ensure the messages effectively reached the right target audiences. The main focus of the marketing was Smeg’s campaign "Try at home for 100 Days – get your money back if you're not 100% satisfied" for their ovens and cooktops.

To succeed with our strategy and increase traffic, sales, and brand awareness, our SEM specialists set up Performance Max campaigns and display campaigns for all of Smeg’s Nordic markets.

During the period from February 2024 to July 2024, our Performance Max campaigns resulted in a CTR (click-through rate) of 3.30%. The industry standard for this type of campaign is typically around 1.20%. This result shows that the work we are doing with the ads is highly relevant and that we are reaching the right target audience.

Most notably, there was a significant increase in brand awareness in both organic and direct traffic compared to the same period in the previous year. This is also reflected in a substantial increase in sales during the period from January 2024 to August 2024 for the majority of Smeg's channels: a 45% increase in sales in the Norwegian market, 14% in the Swedish market, and 15% in Denmark.

By implementing our marketing strategy, we successfully achieved Smeg’s goals of increased sales and web traffic. The campaign also helped strengthen brand awareness in countries where Smeg had previously been less established. Thanks to the solid groundwork and a well-executed strategy, Smeg now holds a stronger position in the market, paving the way for continued growth and success.