{"id":13522,"date":"2024-04-18T13:39:04","date_gmt":"2024-04-18T11:39:04","guid":{"rendered":"https:\/\/ivnsite.ivn-works.com\/?post_type=case-study&#038;p=13522"},"modified":"2025-01-22T12:03:38","modified_gmt":"2025-01-22T11:03:38","slug":"digital-marketing-for-the-largest-air-conditioning-company","status":"publish","type":"case-study","link":"https:\/\/ivnsite.ivn-works.com\/en\/case-study\/digital-marketing-for-the-largest-air-conditioning-company\/","title":{"rendered":"Digital marketing for the largest air conditioning company"},"content":{"rendered":"\n<section data-scroll-section=\"6a208d73413b2\" class=\"ivn-b-case-scope has-padding-top has-padding-bottom\">\n    <div class=\"ivn-b-case-scope__container is-container\">\n        <div class=\"ivn-b-case-scope__container__left\">\n            <p class=\"has-small-font-size\">SCOPE OF WORK<\/p>\n<ul>\n<li>Marketing Strategy<\/li>\n<li>SEO (Search Engine Optimization)<\/li>\n<li>Google Ads Campaigns<\/li>\n<li>Meta Ads Campaigns<\/li>\n<li>Social Media Management<\/li>\n<\/ul>\n        <\/div>\n        <div class=\"ivn-b-case-scope__container__empty\"><\/div>\n        <div class=\"ivn-b-case-scope__container__right\">\n            <p>Gree is the largest air conditioning company and the producer of one in every three air conditioners worldwide. The brand ranks first in device sales in Poland. Free Polska, the official representative of Gree in the Polish market, approached us to organize and optimize their digital marketing efforts.<\/p>\n<p>&nbsp;<\/p>\n<h3>Key goals and projects challenges<\/h3>\n<ul>\n<li>Developing a digital marketing strategy.<\/li>\n<li>Increasing Gree&#8217;s brand recognition.<\/li>\n<li>Boosting product sales in Poland.<\/li>\n<li>Strengthening collaboration with installers.<\/li>\n<li>Creating effective and cohesive communication.<\/li>\n<\/ul>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n\n\n    <section data-scroll-section\n             class=\"ivn-b-photo-text has-padding-bottom\">\n        <div class=\"ivn-b-photo-text__wrapper is-container is-large is-left\"\n            >\n            <div class=\"ivn-b-photo-text__wrapper__image\">\n                                                <img class=\"lazy\"\n                     data-src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/02\/aranzacja_gree_2880x1700_v2-450x266.jpg\"\n                     data-srcset=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/02\/aranzacja_gree_2880x1700_v2-450x266.jpg 450w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/02\/aranzacja_gree_2880x1700_v2-920x543.jpg 920w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/02\/aranzacja_gree_2880x1700_v2-1440x850.jpg 1440w\"\n                     data-sizes=\"(min-width: 992px) 50vw, 100vw\"\n                     width=\"2880\"\n                     height=\"1700\"\n                     alt=\"Aranzacja Gree 2880x1700 V2\"\/>\n\n                            <\/div>\n            <div class=\"ivn-b-photo-text__wrapper__text-content\">\n                                    <div class=\"ivn-b-photo-text-content__text\">\n                                                                            <div class=\"ivn-b-photo-text__text-content__title ivn-prevent-global-styles\">\n                                <div class=\"fabric-editor-block-mark fabric-editor-alignment cc-5inqjd\" data-align=\"center\">\n<h2 data-renderer-start-pos=\"1344\">Digital marketing strategy<\/h2>\n<\/div>\n                            <\/div>\n                                                                            <div class=\"ivn-b-photo-text__text-content__description\">\n                                <p>We prepared a detailed digital marketing plan tailored to the specifics of the air conditioning industry, where seasonality plays a crucial role. This allowed us to strategically schedule activities to capture customer attention at the right moments.<\/p>\n<p>The process began with an audit of previous activities, a competitive analysis, and a series of meetings with the Gree team to thoroughly understand the needs of two primary target groups: end customers and installers.<\/p>\n<p>We provided a full range of services, including SEO strategy and content marketing, social media campaigns, Google Ads, and promotions on national portals.<\/p>\n                            <\/div>\n                                            <\/div>\n                                                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section data-scroll-section  class=\"ivn-b-container is-container size-default align-center has-padding-top has-padding-bottom\">\n    <div class=\"ivn-b-container__content\">\n        <div class=\"ivn-TextContainer\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"has-small-font-size\"><strong>DIGITAL MARKETING ROADMAP<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">SEM Campaigns<br>Social Media<br>SEO Content<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:12%\">\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:48%\">\n<ul class=\"wp-block-list\">\n<li>We outlined the first promotional steps for Gree, including a budget that covered analytics, Google Ads, Meta Ads, and seasonal activities.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We defined a budget covering investments in analytics, Google Ads campaigns, Meta Ads, and seasonal activities.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We built a sales funnel, ensured cohesive strategies across social media platforms, and enhanced the content on their website.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:var(--wp--preset--spacing--40)\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<\/div>\n    <\/div>\n<\/section>\n\n\n    <section data-scroll-section\n             class=\"ivn-b-photo-text has-padding-bottom\">\n        <div class=\"ivn-b-photo-text__wrapper is-container is-large is-right\"\n            >\n            <div class=\"ivn-b-photo-text__wrapper__image\">\n                                                <img class=\"lazy\"\n                     data-src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/thumbnail_gree3-450x315.jpg\"\n                     data-srcset=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/thumbnail_gree3-450x315.jpg 450w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/thumbnail_gree3-920x643.jpg 920w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/thumbnail_gree3.jpg 1440w\"\n                     data-sizes=\"(min-width: 992px) 50vw, 100vw\"\n                     width=\"1001\"\n                     height=\"700\"\n                     alt=\"Thumbnail Gree3\"\/>\n\n                            <\/div>\n            <div class=\"ivn-b-photo-text__wrapper__text-content\">\n                                    <div class=\"ivn-b-photo-text-content__text\">\n                                                                            <div class=\"ivn-b-photo-text__text-content__title ivn-prevent-global-styles\">\n                                <div class=\"fabric-editor-block-mark fabric-editor-alignment cc-5inqjd\" data-align=\"center\">\n<h2 data-renderer-start-pos=\"1344\">Lead generation with Google Ads<\/h2>\n<\/div>\n                            <\/div>\n                                                                            <div class=\"ivn-b-photo-text__text-content__description\">\n                                <p>We focused on understanding the purchasing journey and behavior of potential customers. Knowing that search engines are a key starting point for potential customers looking for air conditioning solutions, we ensured Gree ads appeared in top positions for the most important keywords.<\/p>\n<p>Our efforts also included displaying banners on major national websites and YouTube. The result? Increased interest in the Gree brand among people searching for air conditioning and heating solutions, thanks to Google Ads campaigns.<\/p>\n                            <\/div>\n                                            <\/div>\n                                                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section data-scroll-section  class=\"ivn-b-container is-container size-default align-center\">\n    <div class=\"ivn-b-container__content\">\n        <div class=\"ivn-TextContainer\">\n\n<div style=\"height:var(--wp--preset--spacing--30)\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<\/div>\n    <\/div>\n<\/section>\n\n\n    <section data-scroll-section\n             class=\"ivn-b-photo-text has-padding-top has-padding-bottom has-background\">\n        <div class=\"ivn-b-photo-text__wrapper is-container is-large is-left\"\n            >\n            <div class=\"ivn-b-photo-text__wrapper__image\">\n                                                <img class=\"lazy\"\n                     data-src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-top3-450x253.png\"\n                     data-srcset=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-top3-450x253.png 450w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-top3-920x517.png 920w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-top3.png 1440w\"\n                     data-sizes=\"(min-width: 992px) 50vw, 100vw\"\n                     width=\"1366\"\n                     height=\"768\"\n                     alt=\"Gree Top3\"\/>\n\n                            <\/div>\n            <div class=\"ivn-b-photo-text__wrapper__text-content\">\n                                    <div class=\"ivn-b-photo-text-content__text\">\n                                                                            <div class=\"ivn-b-photo-text__text-content__title ivn-prevent-global-styles\">\n                                <h2 data-pm-slice=\"1 1 [&quot;orderedList&quot;,{&quot;order&quot;:1},&quot;listItem&quot;,null]\">Effective SEO optimization<\/h2>\n                            <\/div>\n                                                                            <div class=\"ivn-b-photo-text__text-content__description\">\n                                <p>We conducted a comprehensive optimization of the website\u2019s structure, focusing on headers, meta tags, and internal linking. We continuously monitored keywords, dynamically adapting content to changing trends. The result? Regularly created valuable content that met user needs.<\/p>\n<ul>\n<li><strong>100% increase<\/strong> in keywords in the TOP 3<\/li>\n<li><strong>253% traffic growth<\/strong> on the website in one year<\/li>\n<li><strong>+268% users<\/strong> in 2021 compared to 2020<\/li>\n<\/ul>\n                            <\/div>\n                                            <\/div>\n                                                            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n    <section data-scroll-section\n             class=\"ivn-b-photo-text has-padding-top has-padding-bottom has-background\">\n        <div class=\"ivn-b-photo-text__wrapper is-container is-large is-right\"\n            >\n            <div class=\"ivn-b-photo-text__wrapper__image\">\n                                                <img class=\"lazy\"\n                     data-src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-artykul-450x253.png\"\n                     data-srcset=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-artykul-450x253.png 450w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-artykul-920x517.png 920w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree-artykul.png 1440w\"\n                     data-sizes=\"(min-width: 992px) 50vw, 100vw\"\n                     width=\"1366\"\n                     height=\"768\"\n                     alt=\"Gree Artykul\"\/>\n\n                            <\/div>\n            <div class=\"ivn-b-photo-text__wrapper__text-content\">\n                                    <div class=\"ivn-b-photo-text-content__text\">\n                                                                            <div class=\"ivn-b-photo-text__text-content__title ivn-prevent-global-styles\">\n                                <h2 data-pm-slice=\"1 1 [&quot;orderedList&quot;,{&quot;order&quot;:1},&quot;listItem&quot;,null]\">Direct answer results in Google<\/h2>\n                            <\/div>\n                                                                            <div class=\"ivn-b-photo-text__text-content__description\">\n                                <p>Through a carefully crafted content strategy, Gree Polska started securing top positions in Google\u2019s Direct Answers \u2014 responses displayed at the top of search results. For key queries like &#8220;how to choose an air conditioner,&#8221; users immediately encountered Gree\u2019s content, reinforcing their image as industry experts. This success was achieved through a synergy of detailed keyword analysis and creating valuable, engaging content tailored to audience expectations.<\/p>\n                            <\/div>\n                                            <\/div>\n                                                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section data-scroll-section  class=\"ivn-b-container is-container size-default align-center has-padding-top has-padding-bottom\">\n    <div class=\"ivn-b-container__content\">\n        <div class=\"ivn-TextContainer\">\n\n<div style=\"height:var(--wp--preset--spacing--30)\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<h2 class=\"wp-block-heading\">Social Media: A tool for building customer relationships<\/h2>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<p>Regular and thoughtful management of social media channels allowed us to respond quickly to customer needs and effectively promote new solutions.<\/p>\n\n\n\n<p>Our content on Facebook, Instagram, and LinkedIn reached different audience segments, strengthening relationships with both individual customers and business partners.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list ivn-list-style-thumb-up\">\n<li class=\"ivn-list-style-thumb-up\"><strong>198.5% increase<\/strong>&nbsp;in reach in 2024<\/li>\n\n\n\n<li class=\"ivn-list-style-thumb-up\"><strong>47% growth<\/strong>&nbsp;in LinkedIn followers<\/li>\n\n\n\n<li class=\"ivn-list-style-thumb-up\"><strong>18% more followers<\/strong>&nbsp;on Facebook<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n<\/div>\n    <\/div>\n<\/section>\n\n\n    <section data-scroll-section class=\"ivn-b-photo has-full-height has-padding-top\">\n        \n                    <video loop muted autoplay playsinline>\n                <source src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree_case-study_2.mp4\" type=\"video\/mp4\">\n            <\/video>\n        \n            <\/section>\n\n\n\n    <section data-scroll-section\n             class=\"ivn-b-photo-text has-padding-top has-padding-bottom has-background\">\n        <div class=\"ivn-b-photo-text__wrapper is-container is-small is-left\"\n            >\n            <div class=\"ivn-b-photo-text__wrapper__image\">\n                                                <img class=\"lazy\"\n                     data-src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree_meta_ads-450x295.jpg\"\n                     data-srcset=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree_meta_ads-450x295.jpg 450w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree_meta_ads-920x604.jpg 920w, https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree_meta_ads-1440x945.jpg 1440w\"\n                     data-sizes=\"(min-width: 992px) 50vw, 100vw\"\n                     width=\"3798\"\n                     height=\"2493\"\n                     alt=\"Gree Meta Ads\"\/>\n\n                            <\/div>\n            <div class=\"ivn-b-photo-text__wrapper__text-content\">\n                                    <div class=\"ivn-b-photo-text-content__text\">\n                                                                            <div class=\"ivn-b-photo-text__text-content__title ivn-prevent-global-styles\">\n                                <h2>Facebook Ads: the results of paid campaigns<\/h2>\n                            <\/div>\n                                                                            <div class=\"ivn-b-photo-text__text-content__description\">\n                                <p>We strengthened Gree\u2019s position in the industry! A precisely designed Facebook Ads strategy generated significant growth in sales and inquiries. We managed seasonal, product-focused, and recurring campaigns targeting both individual customers and installers.<\/p>\n                            <\/div>\n                                            <\/div>\n                                                            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n    <section data-scroll-section class=\"ivn-b-photo\">\n        \n                    <video loop muted autoplay playsinline>\n                <source src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/gree_case-study_1.4.mp4\" type=\"video\/mp4\">\n            <\/video>\n        \n            <\/section>\n\n\n\n    <section data-scroll-section id=\"section-quote-6a208d736dec3\" class=\"ivn-b-quote has-padding-top\">\n        <div class=\"ivn-b-quote__wrapper is-container\">\n            <div class=\"ivn-b-quote__wrapper__box\">\n                                    <div class=\"ivn-b-quote__box__quote-text ivn-prevent-global-styles\">\n                        <h2 class=\"has-medium-font-size\">IVN is a close-knit team with extensive experience. Full of good energy, they are professionally and flexibly committed to projects. They respond to all our additional enquiries and requests, and constant contact is made in a cordial atmosphere.<\/h2>\n                    <\/div>\n                                                    <div class=\"ivn-b-quote__box__quote-info\">\n                                                    <img class=\"lazy ivn-b-quote__quote-info__image has-object-fit-contain\"\n                                data-src=\"https:\/\/ivnsite.ivn-works.com\/content\/uploads\/2024\/04\/1564927598314-450x450.jpeg\"\n                                alt=\"1564927598314\">\n                                                <div class=\"ivn-b-quote__quote-info__person-details\">\n                                                            <div class=\"ivn-b-quote__person-details__name ivn-prevent-global-styles\">\n                                    <p>Joanna Le\u0107<\/p>\n                                <\/div>\n                                                                                        <div class=\"ivn-b-quote__person-details__position ivn-prevent-global-styles\">\n                                    <p>Marketing Manager<\/p>\n                                <\/div>\n                                                    <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n    <section data-scroll-section class=\"ivn-b-stats has-padding-top has-padding-bottom with-background\">\n        <div class=\"ivn-b-stats__wrapper is-container has-custom-background\">\n                            <div class=\"ivn-b-stats__wrapper__text ivn-prevent-global-styles\">\n                    <h2>Summary of all activities<\/h2>\n<p>Results of brand promotion synchronization across B2B and B2C areas for Gree Polska.<\/p>\n                <\/div>\n            \n            <div class=\"ivn-b-stats__wrapper__stats has-first-layout has-third-layout\">\n                                    <div class=\"ivn-b-stats__stats__item\">\n                                                    <span class=\"ivn-H1\">253<\/span>\n                                                                            <p>Increase in website traffic<\/p>\n                                            <\/div>\n                                    <div class=\"ivn-b-stats__stats__item\">\n                                                    <span class=\"ivn-H1\">100%<\/span>\n                                                                            <p data-pm-slice=\"1 1 []\">More keywords in the Top 3 organic searches<\/p>\n                                            <\/div>\n                                    <div class=\"ivn-b-stats__stats__item\">\n                                                    <span class=\"ivn-H1\">+1600%<\/span>\n                                                                            <p>New followers on social media<\/p>\n                                            <\/div>\n                                    <div class=\"ivn-b-stats__stats__item\">\n                                                    <span class=\"ivn-H1\">+45%<\/span>\n                                                                            <p>More submitted forms year over year<\/p>\n                                            <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n<section data-scroll-section class=\"ivn-b-case-studies has-padding-bottom\">\n    <div class=\"ivn-b-case_studies__wrapper is-container\">\n                    <div class=\"ivn-b-case_studies__wrapper__title\">\n                <h2>Related articles<\/h2>\n            <\/div>\n                            <div class=\"ivn-b-case_studies__wrapper__list\">\n                                                        <div class=\"ivn-b-case_studies__list__item ivn-slide-in ivn-animation-delay-4\" data-scroll>\n                        <div class=\"ivn-b-case_studies__item__image\">\n                                           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href=\"https:\/\/ivnsite.ivn-works.com\/en\/case-study\/subaru-polska-how-we-built-a-strong-community-on-social-media\/\"\n                           class=\"ivn-b-case_studies__item__title ivn-prevent-global-styles ivn-slide-in ivn-animation-delay-6\" data-scroll><span\n                                class=\"ivn-H4\">Subaru Polska: how we built a strong community on social media<\/span>\n                            <div\n                                class=\"ivn-b-case_studies__title__arrow\"><svg class=\"ivn-svg  ivn-svg--arrow_square_padding\" width=\"37\" height=\"36\" viewBox=\"0 0 37 36\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2133_16950)\">\n<path d=\"M9.09802 9.27991H27.2399V27.4218\" stroke=\"#080D27\" stroke-width=\"2\"\/>\n<path d=\"M27.1357 9.5459L9.96486 26.7168\" stroke=\"#080D27\" stroke-width=\"2\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2133_16950\">\n<rect width=\"35.4979\" height=\"35.4979\" fill=\"white\" 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recognition.<\/p>\n","protected":false},"featured_media":6233,"menu_order":2,"template":"","case-studies-category":[112],"case-studies-tags":[122,123,125,129,130,131],"class_list":["post-13522","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","case-studies-category-performance-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital marketing for the largest air conditioning company - IVN<\/title>\n<meta name=\"description\" content=\"Poznaj historie sukcesu! 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