We started the story with Mobello back in pre-epidemic times. A young team of successful entrepreneurs from Bosnia recognized us as one of the few agencies in Bosnia and Herzegovina that could work with them on their ambitious business expansion project to the B2C market in Germany and the EU. We easily won the pitch and impressed the client with our strategic approach and creative solutions.
Very quickly, our collaboration resulted in the solid wood furniture brand Mobello, a perfect combination of quality, affordable price and beauty. We got the idea for the name by combining words from German (Möbel - furniture) and Italian (bello - beautiful). Short, simple and easy to remember - just right for entering such a large market. In Germany alone, the value of the furniture market at the annual level exceeded 30 billion euros. The big numbers did not discourage us, on the contrary, they motivated us to give our best. The coronavirus pandemic did not cancel the ambitious plans of the client, it only postponed them a little. So, we started preparing the campaign in September of last year. The first steps, as in everything we do, were research and analysis. We researched the market, the main competitors, their communication, products, keywords, and advertising. As a result, we got a serious insights based on which we determined which market segment we will target, with which products, on which channels we will advertise and how we are going to do it.
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Developing a web shop would be a challenging task alone and even more when you know it was the only sales channel at the beginning of the client’s business in Germany. We analyzed all major furniture web stores in Germany, identified the most important functionalities that we want to have and those that our competitors do not have, and we started the process of creating our own web shop. Loading speed, simplicity in design, storytelling, SEO optimization, sales promotion and customer feedback are some of the main things we paid attention to. After several months of serious work, the first version of the web shop was ready for launch in March of this year, and in parallel with that, the entire campaign we were working on. While developers, designers and the entire digital department worked diligently on the web shop, the other part of the team was preparing everything else that is needed for the realization of such a campaign. We recorded the main video ad, explainer videos for assembling the product, TVCs explaining the main benefits of Mobello products and animated videos. We created realistic 3D files of furniture and placed them in realistic interiors and exteriors to have enough images for banners and ads. We went a step further, so we organized a photoshoot with real furniture. At the same time, the social media team prepared a comprehensive campaign for social media, develop phenomenal prize winning games aimed at improving sales. The fact that at the peak of the campaign the entire senior team of the agency and more than 10 other team members were involved in the implementation of all activities speaks for itself. Check out all the videos we've produced here: Mobello video ads
The start of the campaign was the culmination of months of preparation and we were all proud of what we had done, but the work was really just beginning. We saw that the German market is really serious, and customers are serious about buying even the cheapest products, paying attention to every detail. Let's just say that one of the most visited pages on the website was Imprint. That's how we encountered the first major problem in this process - the lack of customer trust towards a new brand that sells furniture exclusively online. We successfully solved it by combining different tactics. One of them was publishing articles on influential German portals and sharing the experiences of furniture buyers through trusted review platforms, including the world-renowned Trustpilot.
