The Drying cabinet manufacturer’s film generated millions of views in digital B2C campaign at the cost of 0,02 SEK per view. Using targeted ads on Facebook, Nimo’s limited-budget awareness film was able to generate one million exposures and increase brand awareness in new communities. 

Background: World’s largest drying cabinet manufacturer seeks awareness 

Since 1944, Nimo has been one of the country’s market leaders in washroom products. During the company’s growth over the past 10 years, one prominent signature product has taken more focus: the drying cabinet. 

Today, the company has an annual turnover of up to SEK 200 million and has grown into the world’s largest manufacturer of drying cabinets, with sales under its own brand in Asia and large parts of Europe. But despite its position as the world’s largest, awareness of the brand is still low among end consumers. One reason is that most of the production consists of so-called OEM sales where Nimo-manufactured drying cabinets are repackaged and sold to other companies and therefore reach the end consumer under a different name. In addition, the drying cabinet is in a constant battle with the more established dryer. 

In connection with the product launch of the new Eco Dryer and Sensor Dryer in 2019, the company therefore wanted to make an effort to strengthen both the drying cabinet as a product and Nimo as a brand. 

Strategy: Digital film campaign in relevant target groups with a focus on sustainability 

As a relatively unknown b2c-company, Nimo wanted to find ways to spread awareness of the drying cabinet as a product and its own brand directly to the end consumer, with the campaign focusing on environmental friendliness. The solution was a newly produced minute-long film as well as several shorter 15-second versions of the same material based on a typical everyday family life with a focus on sustainability and the benefits of the drying cabinet. Through film, Nimo was able to effectively promote Nimo’s drying cabinet as an eco-friendly alternative and role in a sustainable society in a limited format. While the minute-long film was published on its own websites and landing pages, the 15-second sequences were optimized for social media. 

To reach as wide an audience as possible, the ad was chosen to be published in the cost-effective and broad channels Facebook and Facebook Stories, where Greatness together with Nimo identified relevant target groups based on geography, interest, age, living conditions and profession. In addition, a Facebook pixel was installed to easily track and re-advertise to the groups that showed interest. 

In total, the ads consisted of a domestic ad group with Swedish content and target group and an international group in English with target groups in Estonia, Finland and Norway. 

Since the purpose of the campaign was to raise awareness and promote Nimo’s relatively unknown brand, the ads were optimized for impressions to get as much coverage as possible. 

The goal was set at 15,000 views and even if the ad is not optimized for traffic, specially adapted landing pages were produced on Nimo’s website that were linked to the ads for those who chose to click on from the film. 

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Result: Millions of viewers and the basis for future advertising 

In total, the ad ran for four weeks and, despite a limited budget, reached an audience of 161,024 people who together were exposed to the video 1,069,384 times. Several hundred percent above target and an impact of SEK 0.05 per view in Sweden and SEK 0.02 internationally. In addition to the films reaching a selected target group, most exposures, 929,382, were views of all 15 seconds of the film. 

In addition, using the pre-installed Facebook pixel, Nimo was able to collect data on audiences that showed some kind of interest in the ad, allowing for a more precise and targeted follow-up re-advertising campaign. 

Thanks to the customized landing pages, the 754 people who chose to click through to Nimo also received additional information about the company and the drying cabinet. 

The information gathered could then be used as a basis for the next remarketing campaign. 

Summary: 

• Exposures: 1,069,384 impressions 
• Reach: 161 024 people 

• Number of times the videos were shown for at least 15 seconds: 929,382 
• Average percentage of the movie viewed: 91.56%. 
• Cost per view in Sweden: SEK 0.05 
• Cost per viewing internationally: SEK 0.02