Where there's a WHILL there's a Way

TESTIMONIAL

“We are truly impressed with Wolfgang Digital’s exceptional work. Their proactive suggestions rooted in a deep understanding of our business and paid marketing were instrumental in driving our success. Over the past years, their efforts in increasing awareness and generating qualified leads significantly contributed to our sales growth. We appreciate their dedication, and we eagerly anticipate further delivering fun and innovative mobility for all together with them.”

Yuki Ban (VP of Strategy & Operations at WHILL Europe B.V)

WOLFGANG DIGEST

WHILL is a Japanese healthcare company, offering innovative and life-changing personal mobility solutions to those living with mobility limitations. Wolfgang partnered with WHILL to help them to raise brand awareness and to grow quality leads in Europe, overcoming challenges such as low brand recognition and significant advertising restrictions in the healthcare space.

CHANNELS

Google ads

BUSINESS GROWTH

In France & Germany:

+66% Increase Leads YoY (35% over target)

Improved Quality of Leads: 84% MQL & 45% end up purchasing

OUR STRATEGY

To overcome these challenges we took a three phased approach.

Phase 1 - Implementation of Bid-To-Value Strategy

We created soft goals to give Google’s algorithm more data points as well as assigning values to each conversion to bid on high value audiences through value-based bidding.
By applying different values across the conversions we helped guide Google’s smart bidding to prioritize the main KPI (Schedule a Test Drive).

Phase 2 - Brand Awareness Strategy

In order to avoid waiting for feedback from WHILL’s sales representatives, we needed to find a way to target the right audience despite the challenges.
We started testing various audiences to uncover new insights to improve the targeting.

Phase 3 - The integrated Cycle

We integrated the audiences into our campaigns, continually uncovering insights about our audience. For example, we found the audience in-market for sedans in the insights tab, because users with wheelchairs often require larger vehicles for storage.
Our approach not only addressed individual challenges but interconnected them, providing a holistic solution.

BUSINESS GROWTH

In 2023 we generated +66% more leads YoY and +35% more than our targets for Germany and France in 2023.

Quality of leads also increased - 84% of all leads were Marketing Qualified Leads and 45% of those ultimately purchased a WHILL chair.
Brand searches for WHILL in the last quarter of 2023 increased from 730 in 2022 to 1030 (+41% YoY).