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Circle K advanced to the final of Aller Best!
Articles that informed - and generated additional sales
Circle K wanted to show that they now offer the best charging experience. Not just at the stations, but in homes and housing cooperatives. Aller readers learned something new - and many ordered a home charger.
- "We showed the power of Aller in both breadth and niche," says Strategic Group Customer Manager Marian Hagen Østby.
- In the native articles, we interviewed Marius Blaker, head of home charging at Circle K, as an expert source. They were distributed on Dagbladet and DinSide, as well as on our niche venture Elbil24, and as a print advertorial in Dagbladet Magasinet.
Readers were clearly interested to read about how easy it is now to charge at home.
- The quality of the traffic to the stories was very good, and the time spent on the stories is far above average and would have been very good if this was an editorial article," says Roy Jespersen, senior insight advisor at Aller Media.
The two articles received 45,896 page views. Active reading time in the home loading case was 1 minute and 8 seconds, and over 3 minutes by Google Analytics standard metrics. Active reading time counts from the time the article loads and logs any time something happens in the article. If the reader is inactive for more than 10 seconds, the count is stopped and restarted upon new activity.
34 percent of respondents in an article test* on DinSide report that they learned something new about home charging, and 74 percent of electric car owners were attracted to the home charger from Circle K.
Circle K saw a marked increase in qualified leads, with over 100 housing cooperatives. The week after the campaign, the number of inquiries dropped sharply.
During the campaign period, which was also supported by programmatic buying and Facebook promotion, the native articles were the ones that stuck in people's minds the most. According to a survey conducted by Starcom in collaboration with Norstat, 19 percent of EV owners remembered seeing the articles.
And the articles had a clear effect - beyond increased interest. During the campaign period, Circle K sold 200 home chargers!
*The article test with 158 respondents is based on a small sample and can be seen as a good indication and not a conclusion
You can see the articles here
https://www.dagbladet.no/annonse/endelig-blir-det-enkelt-a-lade-elbilen-hjemme/70784362
