Skip to main content
A successful lead gen campaign for Unilin Panels

Let’s talk interior! Unilin panels, the producer of luxury laminate, parquet and vinyl flooring, asked WAX for a boost in their B2B sales. Our performance team provided a whole new strategy and generated a lot of leads (no, really a lot).  Laminate and performance? At the end it’s all about getting enough clicks. Isn’t it?

Unilin Panels

Unilin offers B2C and B2B interior solutions with their easy to apply structures for floors, walls and ceilings. You might know them as the inventor of laminate. Nowadays they offer much more, such as matching accessories for the construction and interior design sector. Their solution is always sustainably produced, flexibly available and outstanding in design.

A successful lead gen campaign for Unilin Panels

The challenge

On the hunt for new customers, Unilin asked WAX to be their new strategic partner and revamp their B2B sales, with a focus on designers and decision makers in the Retail (shops, supermarkets, fashion), Hospitality and Catering industry (hotels, restaurants and bars). Our challenge? Generate as many quality leads as possible.

A strategy that generates leads

Our strategic team combined storytelling and inspiration with a performance-driven engine to generate the most qualitative leads.

A successful lead gen campaign for Unilin Panels

We started by defining the different target groups and channels and then decided how and where to approach them. We then picked Facebook, Instagram and LinkedIn as channels to reach them. However, throughout the optimisation process, we concluded that LinkedIn wasn’t generating leads at the expected cost and decided to shift the budget towards other platforms.

Monthly, we pushed the target audience through the following funnel:

  • In the awareness phase we showed 1 video, adapted to the different platforms, to a rather broad audience. People that were interested in the video or watched it for over 3 seconds were then retargeted in the second phase.
  • In this second phase, we offered them engaging content on all the platforms with inspiring visuals and galleries. In this phase, we stirred their interest by offering more information or tips & tricks. 
  • Being already quite interested in the topic, the engaged people got retarged again with a traffic campaign. We pushed them towards the website where they could discover a successful and finished project case. 
  • In the fourth and final phase, the blog readers were retargeted on Facebook only with a lead-generation form. Since this audience went through the whole funnel and we captured its full attention & interest, many leads were generated. So many actually, that the customer couldn’t follow handling them!
A successful lead gen campaign for Unilin Panels
A successful lead gen campaign for Unilin Panels

Next to this lead generation flow, we also inspired future customers on Pinterest. We shared all kinds of creative content that matched the interests of the different industries.

 

In a nutshell? Unilin Panels got the leads and awareness they wanted -- more than that actually! That’s why we’ll continue to work together in the upcoming year to further improve this successful performance-driven lead gen strategy. 

66

high-qualified leads were generated

30,4%

avg. Engagement Rate

28

on-site conversions

422.000

impressions

The talents behind this project

Because teamwork makes the dream work. 

Lissa Simons

Lissa Simons

Strategist

Stijn Hosdez

Stijn Hosdez

Community manager

Camille Vervenne

Camille Vervenne

Performance marketeer

Guillaume Janne

Guillaume Janne

Art director

Jobs image

Are you the
digital talent
we are looking for? 

We'd love to get to know you and create memorable stories together! Discover our vacancies! 👇

Contact us!

Get in
touch

Fill in the form or give us a call :

+32 9 329 83 80