With the right campaign structure and {creative - audience match}, number of business e-mail addresses received was increased by 80% .
Brief
Preparation
The brief provided by NTT DATA clearly outlined the expected results, and the campaign content was well-structured in line with the target.
The post type was determined by the brand as a carousel post where we could share deeper and more meaningful content.
You know how difficult it is to get the right brief in the agency field. 🙄
Overview
Analysis/Planning
Objective
The campaign goal was set as Lead Generation: Downloading a PDF.
Second step was to decide where the conversion was to completed:
Form completion on the website or through LinkedIn lead gen forms?
Considering our experience with similar campaigns on various accounts, we decided to leverage the power of LinkedIn's built-in Lead Gen Forms - for better performance.
Challenges
Problems
Almost all of LinkedIn users register on LinkedIn with a personal e-mail address, not a work e-mail address.
Even though LinkedIn forms have a default "work e-mail" field, this field is usually empty by default and as a result, LinkedIn Lead Gen forms automatically populates it by duplicating the personal e-mail addresses.
Problem is that personal email addresses can be an issue to reach out. It requires an extra operational process (time & budget) to access the business e-mail address, which means additional resources.
Solution
Conclusion
We overcame the personal e-mail issue by adding a mandatory custom question field in the Lead Gen forms. ✨
Nearly 80% of leads shared their active business e-mail addresses.
The right content distributed to the right target audience brings success; especially if it's on the right platform which is the context.
That's exactly what we experienced in this campaign.
The viral (organic) reach of the ad creatives proved that the message resonated with the target audience and as a result this reduced the costs for all metrics.
CPM cost was 26% lower compared to account's historical data for similar campaigns.
CPC decreased by 51% and we achieved the best rates of this account historically.
The cost per lead is 72% lower than the overall account and 123% lower than a other accounts in similar industries.
Our experience with the platform dynamics and adapting the campaign setup accordingly can be accounted for one half of this campaign's success, while the other half is about addressing target audience's wants and needs in the ad creative (both copy and visuals).
This was challenging but an enjoyable one!
Our collaboration with NTT DATA continues to grow better everyday.