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Marketing & communication

Het Poetsbureau - part of Glowi

Unikoo's performance marketers make advertising campaigns shine


Het Poetsbureau - part of Glowi - is a service company specializing in household help with service checks and was founded in 2007. The employees of Het Poetsbureau take care of cleaning, ironing, cooking and shopping for their clients. In doing so, they target all individuals who need extra support with household tasks.

The project

Since mid-2021, Het Poetsbureau has been using our performance marketers to attract household helpers and customers to their 75 offices spread across Flanders.

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Marketing & communication

Online campaigns as an engine of successful service delivery

In 2022, 54% of applications and 37% of Het Poetsbureau's customer requests came from online advertising campaigns. Therefore, setting up and monitoring these campaigns was the most crucial task for Unikoo's performance marketers.

Together with the internal marketing team of Het Poetsbureau and the external marketing agency, we worked on several issues to increase conversions, including:

  • Co-developing strategic exercises: for example, a few months ago, we rolled out a new strategy for online campaigns, after which the number of applications increased dramatically, and we reduced the cost per application
  • Testing new campaign types and channels
  • Optimizing conversion rates by implementing new conversion points or micro-conversions and improving landing pages

The biggest challenge of this project? In some offices, there is a high need for housekeeping helpers, while other offices are just looking for customers. This area of tension requires continuous adjustments to budgets and campaign content.

Measuring is knowing: tracking, analyzing and reporting

Besides managing the online advertising campaigns, we are (co-)responsible for tracking, performing various analysis exercises and presenting strategies and analyses to management.

Thus, throughout the collaboration, our range of tasks expanded to include the following:

  • Monitoring and improving tracking via Google Tag Manager, Google Analytics (4), ...
  • Predicting the impact of the disappearance of 3rd party cookies and drawing up an action plan to deal with this appropriately
  • Various analysis exercises via Hotjar, Google Search Console, Google Data Studio, Google Analytics, ...
  • Presenting results from our analyses to external parties and executives

Het Poetsbureau becomes 'part of Glowi'

Since September 2022, Het Poetsbureau has belonged to the Glowi umbrella brand. The various branches of Glowi focus on B2B cleaning (Glowi Facilities), temporary employment (Glowi Jobs) and cleaning products (Glowi Goodies) in addition to household help (Het Poetsbureau).

The coming together of these companies and the accompanying rebranding of Het Poetsbureau into Glowi required extra attention so that the target group was sufficiently informed in terms of online campaigns. In that regard, our performance marketers took care of the following:

  • Setting up brand campaigns for Glowi and adapting all ad copy
  • The online support of radio and TV campaigns, including video ads on YouTube and social media
  • Updating the images of the ads in the new corporate identity

Finally, we also collaborated on an SEO project for Glowi Facilities. All this aimed to get more and higher quality organic traffic for window and professional cleaning. We focused mainly on content (keyword analysis, website content optimisation, etc.) and link building.

What's next? We are already looking forward to continuing acing it for Het Poetsbureau in the coming months and thus help in the growth of this great company.

Are you also looking for advertising, tracking, analytics and/or SEO support? Contact us without obligation and make use of our experienced performance marketers!

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Evelien Maes

Marketing & Communication

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