Lightforce
Powering New Zealand's fastest growing Solar company
Lightforce is New Zealand’s fastest growing solar panel provider with big ambitions. Expanding nationwide and building solar hubs up and down the country they are looking to double every aspect their digital marketing.
A scalable lead generation system comes in two stages. Initially we’re focussing on capturing more of those currently in-market, how in the medium term we need to build demand for renewable energy throughout the country with the Lightforce brand the the center.
Major moving parts within our growth strategy:
- A trustworthy and likeable brand.
- Localised ads that get to the heart of what most home owners care about (saving money, avoiding risk and doing their bit for the planet).
- High converting landing pages.
- Clear tracking and measurability of results.
- Deliberate testing and learnings around targeting, creative and key drivers of enquiries.
- Building a recruitment engine.
SERVICES
- Digital Strategy
- Ad Production
- Landing pages via Webflow
- Dashboards & Analytics
- Ads Management
- Growth Budgeting
TEAM
Reuben
Job Description
Hattie
Job Description
Gareth
Job Description
Results
800%
Increase in qualified leads directly attributed to our ads
425%
Increase in website conversion Across web & landing pages
Kat Rundle, CXO and Co-founder of Lightforce
“Reuben, Hattie, Gareth, Jonty, Brad, Ryan and their super talented team helped us realise our digital potential and reach our goals quicker than we ever thought possible, the sky really is the limit with these guys! They’re super knowledgeable, out of the box thinkers, and an absolute pleasure to work with. Couldn’t recommend the team more highly to anyone looking for results, fast... plus they're just an incredibly nice bunch!.”
- Build a sustainable source of quality leads
- Generate leads to match changing local install capacity
- Drive recruitment of new solar electricians
Gen Z Vibes
TikTok Recruitment Campaign
We were asked to build a recruitment campaign to reach out to young planet conscious electricians and what better way to engage with them than on tiktok. Leaning on the expertise of our Gen-Y tiktokers within Double, we created a series of ads that were a combination of on trend, future proofed and maximised watch-through.
The result?
We had to turn off the campaign early because the HR team was overwhelmed with applicants. With a media spend of less than 2.5k, over 350 leads and a CPA of $6.71 it was fair to say the future’s looking bright for Lightforce.
We had to turn off the campaign early because the HR team was overwhelmed with applicants. With a media spend of less than 2.5k, over 350 leads and a CPA of $6.71 it was fair to say the future’s looking bright for Lightforce.
Testing & Scaling Ads
Scaling ads isn’t always a straight line. We walked through a deliberate testing program to uncover what series of messaging was most likely to convert kiwi home owners. Messaging continued to change over time to reflect evolving concerns of our different personas around climate, cost of living, interest rates, realestate outlook, local responsibility, subsidies and understanding of the product category.
Creative Lead Performance Advertising
Scalable advertising has moved away from audience targeting being the key predictor of success, and towards creative excellence. To scale leads we needed to create a range of new ads each month while testing our assumptions of what makes people act. We then used those learning to refine ad creative towards performance and reinvest budgets in our most profitable ads.
Designed for Conversion
With a goal to quickly summarise the key value offered and establish trust, the rest of the landing page works to educate and convert, while making enquiry as simple as possible. We focused on simple scannable brand language while avoiding jargon, mentions of price, or any aggressive sales tactics.
Ultimately teasing price and building intrigue were the most important factors for conversion, giving a reason for people to get in touch, rather than assuming they have enough information to make a decision without the sales team.
Mobile-first Lead Generation
With the majority of traffic flowing from social advertising channels, our mobile landing pages were a key to driving a great results. We priori-tied clarity and scalability as we showed why someone should both get solar panels as well as choose Lightforce to do it.
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