Lumo Energy is a 100% Australian-owned energy retailer with a distinctive brand and a commitment to providing their customers with great deals on electricity and gas in South Australia & Victoria. The recipient of numerous customer service awards, Lumo Energy prides itself on its unique position within the Australian energy retail market. While not the biggest energy company, Lumo is instantly recognisable through its quirky use of appliances in its marketing campaigns, each of which has its own identity and role in promoting the Lumo brand.
Lumo had the highest engagement rate on Facebook of the entire Australian energy retail sector, which was 300% higher than their nearest competitor.
From Q1 2016 to Q1 2017, there was a 217.11% overall increase in page views on Lumo's blog and a 97.38% increase in organic page views.
We created a custom Marketing Mix & Attribution Model that allowed us to optimise the marketing spend across each channel.
We restructured the campaign to focus on high ROI keywords for the targeted market, resulting in an 86% improvement in lead volume and a 61% decrease in cost per lead.
To tackle the issue of understanding the impact of each of Lumo Energy’s marketing channels on the other — TV, Radio & Digital— we created an interactive Marketing Mix & Attribution Model. This model assisted us in determining the significance of each of the channels individually and of the interaction between the different channels.
Based on the level of statistical and business significance we not only optimised the combination of the marketing channels, but also optimised the spend on each channel.
Our Marketing Mix & Attribution Model gave us deep insights into the efficiency of the marketing channels and their various combinations. As a result, we were able to address the inefficiency in our marketing processes by removing the insignificant mediums.
On the basis of this information, we restructured Lumo’s Digital Marketing campaign to be more granular, focusing on high ROI keywords for the targeted markets, reducing the spend and significantly increasing the conversion rate – a massive win-win for Lumo Energy.