Case Study: Via
Campaign Summary
Client
Global client transport service provider
Target Audience
European and North American local government officials
Challenge
Obtain registrations for a free demo of a mobility software suite tailored to the registrant’s city
Objective
10 registrations
Duration
20 days in November 2020.
Strategy
Integral multi-channel marketing campaign combining email marketing, content marketing and syndication, inbound marketing, social media marketing, search engine marketing and display advertising.
Challenge Assessment
Only a fraction of the target audience has the necessary authority to apply for the offer. To optimally penetrate the target audience we need to approach them through multiple channels.
Result
2500+ visits to the client’s landing page achieving the client’s target number of registrations.
Campaign Breakdown
We did an email blast to 3,000 local government officials in Europe and North America. HTML was provided by the client and contained an explainer and a CTA button that led to the client’s landing page to complete registration.
An A/B test based on two subject line versions was sent in equal shares to 50% of the audience. The winner was sent after 24 hours to the remaining 50% of the audience.
Content Marketing & Syndication
Simultaneously a case study was published on the Cities Today website to add subliminal context to the campaign. This feature was amplified organically through Cities Today’s own Twitter, Facebook and Linkedin channels and its weekly newsletter, as well as syndicated to thematically relevant LinkedIn discussion groups.
The thought leadership piece received over 500 page visits, with an average retention of 0:04:38
An overall 19.9% open rate delivered 167 prospects to the client’s landing page.
Inbound Marketing
Pop-ups with CTAs directing to the client’s landing page were placed on the thought leadership article, as well as several other thematically relevant news articles.
The pop-up was displayed in excess of 1400 times.
Search Engine Marketing
The client’s landing page was further promoted through Google Ads, displayed among the search results of the campaign’s most relevant keywords.
The ads from this campaign were displayed in total over 44,000 times and received around 300 clicks.
Social Media Marketing
Facebook advertising was used to promote the landing page to targeted interest groups. The ad was placed in the full array of Facebook’s display platforms.
These ads were shown in excess of 310,000 times and drove more than 1700 prospects to the client’s landing page.
Native Advertising
A leaderboard banner was positioned on the Cities Today website, which is displayed on the homepages and all articles. This banner was visualised over 50,000 times.
in the new year. Examples of accounts who signed up [for a demo] include Belfast City Council, Smart Dublin, and Brampton Transit. Solid stuff, and a good sign of the types of readers we’d like to engage with more”
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