Multichannel Integration Helps Performance
The client had primarily used Facebook as a channel to retarget site visitors but with ambitious growth goals, it became critical to fill the pipeline with new prospects that have never been to their site.
CORE STRATEGY
We ran a prospecting program in geos that traditionally underperformed the national average with the thinking being if we could generate leads at an acceptable cost-per-lead in low performing geos, we could more easily scale in other geos. Additionally, we:
- Employed a broad yet fast test and learn approach to quickly understand best performing videos/imagery and ad copy
- Regularly introduced new creative to combat ad fatigue
- Ongoing optimization to weed out poor performing ads and scale top performing
- Built lookalikes of converted leads for further scaling of the campaign
RESULTS
1743
Leads Generated
15%
Lower CPL Than Target
10%
Increase in CVR
Case Study #1
Calibrant proposed a test program for unbranded warm transfers to an existing client of 35+ years.
Case Study #2
A new client asked Calibrant Digital to create a lead generation campaign using Facebook.
Case Study #3
A long term client was running click campaigns through their in-house marketing group, were unsatisfied with results and requested some help.
Case Study #4
A current client asked us to help create leads for another division of the organization via email and newsletter ad placements.
