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Újház Piramis case study: Home Renovation Program campaign

Újház Piramis

Építőház Kft.

The client

Újház Piramis case study

Period

April 2024 – January 2025

The Story

  • Piramis Építőház opened its first premises in 1995. The next milestone in its continuous growth was the Budapest office, which opened in 2018 and specialized in large-scale projects. Finally, in 2023, a long-held dream was realized with the opening of a new 5,000-square-meter building materials and DIY store.

    What hasn't changed: Piramis Építő continues to offer building materials and DIY supplies to builders and renovators from their product range of over 200,000 items.

The challenge

The government's Home Renovation Program created an unprecedented opportunity for Hungarian families to modernize their homes. However, the application process proved complex, leaving many potential applicants uncertain. Piramis Építőház recognized this market gap and set out to use its expertise to help customers navigate the application process.

Piramis aimed to remove barriers and communicate the program's benefits to the broadest possible audience, effectively promoting the company's expertise and products. Additionally, it was crucial to succeed at the program's launch and maintain this position when future programs were introduced.

To achieve this, the company enlisted Meraki Marketing's expertise to organize and manage Piramis Építőház's campaign for the Home Renovation Program.

The solution

Meraki developed a comprehensive digital marketing strategy incorporating several key elements:

  • PPC campaign development and management: Meraki launched creative and copy-rich PPC campaigns across Google Ads and Meta (Facebook and Instagram) platforms. These campaigns were optimized throughout to maximize lead generation and conversion rates.
  • Creative design and copywriting: Meraki's specialists created visual and written content aligned with Piramis's brand identity, considering the target audience's needs and the Home Renovation Program's specific characteristics. The advertisements emphasized Piramis's expertise and reliability alongside program-related information.
  • Landing page development and optimization: Users from the campaigns were directed to a dedicated landing page where they found detailed information about the program and opportunities offered by Piramis. The landing page was continuously optimized to increase conversions.
  • Continuous analysis and optimization: Throughout the campaign, Meraki thoroughly analyzed campaign performance and continuously refined strategy and creatives based on the data received. This dynamic approach ensured the campaign remained effective despite changing market conditions.

Results

8 e-book
40 000 egyedi elérés
200 lead

Thanks to Meraki's digital marketing strategy, Piramis Építőház achieved outstanding results with the Home Renovation Program:

  • 74,344 clicks on Google Ads: PPC campaigns drove significant traffic to Piramis's website, increasing brand visibility and lead generation.
  • Over 6.3 million ad impressions: The campaigns achieved widespread reach, increasing brand awareness for Piramis.
  • 19% conversion rate from Meta advertisements: Advertisements on Meta platforms achieved an exceptional conversion rate, proving the campaigns effectively engaged the target audience.
  • Average cost per conversion was HUF 903: The campaigns were cost-effective, demonstrating that Meraki excellently managed the available budget.

    Professional Recognition

    In 2024, Piramis Építő won the "Construction Industry Marketing Campaign of the Year Award" for their Home Renovation Program campaign, with Meraki's work playing a significant role. The jury evaluated Piramis Építő as follows: "Piramis Építőház Ltd. contributed to public information and program success with outstanding professional competence and strategic approach, setting an example for future directions in construction industry marketing communications.’ The award was presented by the National Association of Construction Contractors, which has over three decades of professional experience.

    The team

    Key Takeaways

    The campaign's success demonstrated that effective marketing communication is possible even for complex services when customer needs are placed at the center and genuine value is created for them. Piramis Építőház not only strengthened its market position but also significantly contributed to the success of the government program.