ProjectsAPPEALING TO HIGH NET WORTH INDIVIDUALS
Puilaetco is a Quintet Private Bank in Belgium, with a customer base of European high-net-worth individuals (HNWI’s).
Our brief was to generate qualified leads, specifically targeting Belgium-based HNWI’s seeking to purchase a second home in Europe.
The resulting organic social media campaign was a massive success, resulting in 58 leads across two languages — 41 French and 17 Dutch.
A lead magnet for second home owners
Services provided:
Delivering an optimised paid campaign that exceeded all lead projections
Following our highly-successful initial campaign, Puilaetco tasked bbd with replicating our success using paid social and Pay Per Click (PPC). We used targeted search keywords to engage with individuals actively looking to buy a second home. Our social campaign built on previous learnings, with optimised copy and creative that extended the reach of their existing assets — a series of guides to buying a second home in the five most popular locations for Belgians.
Understanding our audience was key to maximising engagement
On Facebook, we ran 3 separate audiences using 3 different types of targeting to maximise our reach, utilising both demographic targeting and the data in the pixel/customer database.
We then retargeted the initial video viewers and further extended our reach by targeting a 1% lookalike audience.
SOCIAL RESULTS
%
OF PROJECTED LEADS, AT JUST 34% OF PROJECTED COST PER LEAD
%
MORE CLICKS THAN INITIALLY PROJECTED
%
MORE SITE VISITS AND LEAD CONVERSIONS THAN PROJECTED
The power of eye-catching creative
Clear strategic thought and fluid, attention-grabbing creative delivered excellent results within our highly niche target audience. From previous organic campaign insights, we were able to optimise our videos — hooking the audience in initially with a compelling visual and attention-grabbing headine that resonated with their mindset. The short-form videos then delivered some quick, thought provoking considerations, before highlighting the priceless (and free) content available from Puilaetco.
PPC RESULTS
%
TOTAL CONVERSIONS ACROSS FRENCH AND DUTCH CAMPAIGNS
%
AVERAGE CLICK THROUGH RATE (CTR) VS 1.4% PROJECTED
%
MORE SITE VISITS AND LEAD CONVERSIONS THAN PROJECTED
The results paint a clear picture
In this campaign the targeting, ad creative and campaign objectives were all effective in driving engagement and conversion — working harmoniously together to deliver a final result that smashed targets.
It’s a great example of how a pull marketing strategy can successfully use lead magnets to deliver cost-efficient leads. It shows organic channels are still valuable in both driving leads and informing a more effective paid media strategy. For Puilaetco, this approach significantly expanded their reach and boosted the number of leads gained.
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