EGO Power+

Flexible multisite build for several websites in multiple languages, supported by a cross-channel digital marketing strategy
A laptop displays a page from the EGO Power+ UK website, one of several EMEA EGO sites built by Door4

Global garden tool innovator EGO Power+ chose a new web platform that would enhance its digital marketing control and drive growth across multiple markets.

EGO is part of Chervon, one of the world’s biggest tool manufacturers, selling in 65 countries worldwide via a network of dealers. Innovative and with compelling ‘green’ credentials, EGO was keen to raise awareness of its brand to EMEA audiences by telling its story more effectively.

In 2016 we were brought on board to manage and improve EGO’s EMEA multi-channel paid digital advertising, including display and remarketing. Following research into audiences by our partner Refinery, EGO commissioned a new website to showcase the quality and benefits of the high-end products.

The website, supported by digital marketing, sought to improve customers’ brand experience and conversions.

On our recommendation, EGO chose Drupal as a web platform. We created a multisite setup with a single shared code base. This allows EGO to meet the needs of audiences in each territory by controlling site content independently. Using Drupal, EGO will find it efficient to develop, evolve, manage and fix, and cost-effective to add more territory sites when they were required.

An example of digital marketing by Door4 shows the Mail Online's front page with an EGO Power+ advert in situ

We created the wireframes and worked with Refinery to create a new look and feel for the website to enhance the sense EGO is a quality product, and to focus on its important brand story. Websites in six territories (five languages) went live in 2017, with five more site rollouts scheduled for 2018, two of them multilingual sites.

We added Bing, Facebook and YouTube to EGO’s digital marketing strategy, helping to boost reach and brand awareness among its target audience. Though site testing and optimising EGO’s paid media strategy, we achieved continual improvements of EGO’s business performance.

In 2018, EGO will be working with us and Refinery to differentiate between enthusiast and professional customers and refine its strategic approach to digital marketing with programmatic advertising. New websites in other territories are in the pipeline and EGO will be making good use of Conversion Rate Optimisation (CRO) on all sites so they can make informed decisions about the development of their sites and the best use of budget.

“Door4 really understands the demands of marketing to multiple territories, and the challenges our brand needs to meet head-on if we’re going to achieve sales targets. We now have control over each territory’s content in a way we’ve not had before and this, along with the digital marketing strategy, has allowed us to drive growth very effectively.”
Steve Roskell
Marketing Director (EMEA)
EGO Power+