The RAL quality mark guarantees special product and service quality for windows, doors and facades as well as their installation. Through strict specifications in quality assurance, the members of the RAL Quality Association guarantee this quality promise to the end customer. Blackbit has used this to design a strong brand message and ensured sustainable awareness in the consumer market through efficient positioning and target group-specific online campaigns.
A new brand image that inspires confidence
In the first step, Blackbit developed a clear brand message and strategy for the RAL Quality Association. Consumers should not only quickly and easily recognize the quality promise of the quality mark, but also immediately understand that strict controls and high standards are behind the promise.
A sustainable brand concept based on quality assurance measures
The RAL Quality Association consists of around 230 members in the field of windows, doors and facades. The aim in developing a uniform concept was to translate all quality standards into promises from RAL to the consumer.
But a promise is only half as effective if it is not heard. Therefore, in the second step, Blackbit defined strategy and channels to create attention and visibility for the quality promise. A clear brand positioning on the B2C market, a specific targeting, differentiated across several social media channels, proved to be particularly promising.
Social media and Google Search Ads for high awareness and traffic
Pinterest, in particular, served as the ideal platform to pick up consumers directly in their thematic environment. The image-dominant content is played out directly in the user's feed with the help of high-reach and target-group-specific campaigns, specifically geared to their focus in the user journey.
In addition, display and Google search ads ensure greater visibility in this highly competitive market. The click target of all measures: a landing page set up specifically for the campaign. The clear page structure with clear information ensures that visitors are not slowed down in the user journey. Real testimonials convey the promises of the RAL Quality Association authentically and in detail. At the same time, visitors are guided through the landing page in a structured way to convince themselves of the authenticity of the quality mark.
With the help of an authentic brand message and the campaign goals brand awareness and traffic, the awareness of the consumer brand was sustainably increased. Through cleverly used budget and specifically selected topics as well as keywords, the Blackbit SEM team succeeded in precisely addressing interested parties and thus successfully establishing the quality promise of the RAL Quality Mark as a brand among end consumers.
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