Display Impact Campaign for B2B Client
Case Study Snapshot
Industry: B2B
The Challenge
This client provides trade-specific design and manufacturing services to several niche target audiences. They rely heavily on digital marketing for the majority of their lead generation initiatives. Faced with rising costs, increasing competition in paid search, and the need to expand reach while mitigating wasted spend, Collective Measures was tapped to explore new advertising methods to drive incremental qualified leads.
Strategy
This indicates a growth in high-intent audiences and site visitors, pushing users further down the decision funnel. Comparing display’s flight to the period prior, direct traffic increased by 14% in light markets, compared to a 31% decrease in dark markets. People directly visiting the site also:
- Converted at a 38% higher rate in light markets — dark markets showed only a 9% increase in conversion rate
- Bounced 6% less in light markets — dark markets showed a 14% higher bounce rate
- Viewed 2% more pages per visit — dark markets showed that 36% fewer pages were viewed per visit
The results
The campaign’s soft launch saw over 23 million impressions
The soft launch of the campaign generated over 23 million impressions and 56,000 clicks, drove over 37,000 unique site visitors, and delivered an 80% brand lift for ReadySet – 7x higher than industry benchmarks.
Using performance data and reporting from Collective Measures, Folklore refreshed the creative for the second phase of the campaign to continue the momentum and increase brand visibility. Once fully launched, the campaign generated over 59 million impressions and 76,000 clicks, and drove over 55,000 unique site visitors.
At the end of the campaign, Allianz better understood the viability of launching a direct-to-consumer product and shared learnings across the company.
