Bosch: Staying ahead of the market

2/5/2021 8:57:58 PM Red Door Interactive Red Door Interactive

Bosch creates high-quality, German-engineered home and kitchen appliances. As an industry frontrunner, they needed to continually maintain their reputation as the gold standard in efficiency and design.

When we first started working with Bosch in 2012, we saw an immediate opportunity to increase their brand awareness by expanding their online presence and traffic. So we got to work right away, strategizing a plan to build an optimized customer experience.

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Dominating the marketplace

A main initiative of ours was to support Bosch in their search engine optimization efforts, as their previous tactics hadn’t gained the traction they were hoping for. After our initial SEO campaign showed positive results, we continued to partner with the brand on improving their search rankings, everywhere from exhaustive SEO website audits, to the creation and development of new product microsites.

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Search engine optimization

For our first SEO campaign, our goals were to improve consideration through custom content, increase dealer searches and conversions, and drive awareness and site visits. Through a combination of geo-targeting, video implementation, and keyword optimization, we increased engagement by 800%.

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Dishwasher microsites

In 2014, we developed an interactive microsite for the launch of Bosch’s new dishwasher line. Due to the big improvement in user engagement, we had the opportunity to do it again in 2017 with Bosch’s next dishwasher product, highlighting how we continue to collaborate with the brand as they continue to innovate.

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Communicating the brand promise

In 2012, we optimized a cross-channel retail campaign that Bosch was launching, utilizing Facebook and paid search, as well as banner ad and email creative. Based on the success of our efforts, we continued to lead Bosch’s media through the following year and beyond, involving search, retargeting, programmatic display, direct display, video, in-text, and rich media—and all across a multi-channel program.

Media campaigns

Our diversified and highly targeted media approach leveraged direct response and engagement tactics, aimed to reach both the consumer and trade audiences. Our programs resulted in increased awareness and engagement with Bosch’s products, and ultimately helped generate sales.

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Elevating the consumer experience

Increasing search traffic and website visits was only part of our overall goal—we also needed to get users to stay onsite, and ultimately convert. To elevate the consumer experience, we initiated a variety of user tests, helping us to better understand customer behavior, and enabling us to optimize the site accordingly.

CRO testing program

In 2015, we created tests on a variety of platforms to not only enhance the customer journey onsite, but also increase engagement and conversions. For example, our lightbox tests, based on quantitative and qualitative analysis from the site, resulted in an over 50K increase in dealer searches, year over year.

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Looking Ahead

With one best-in-class product line after the other, Bosch has remained dominant in the market, and we’ve been there every step of the way to promote that message to their audience. From SEO to CRO, we’ve not only successfully optimized the online experience, but helped lead customers down the funnel to convert, keeping Bosch at the top of their category.

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