ProjectsDriving 410 leads in 67 days through social first creative
Zurich Resilience Solutions wanted to generate leads for their cyber resilience solutions through paid media campaigns. Previous activity in this sector has been limited so brand and solution awareness was also a key element of the brief.
We developed an integrated lead-generation strategy, with social-first assets, a compelling lead magnet and an optimised landing page to deliver their best lead-gen campaign to date.
Social-first leads to unprecedented results
Services provided:
Through the funnel best practise
This was the third campaign we ran for ZRS, and we had a wealth of learnings to lean on—from targeting and creative, to campaign structure and landing page optimisation. We took the data from previous campaigns to identify the key areas the campaign could be elevated - the website and conversion points. We also looked at the areas where we can use innovative tactics - the campaign creative.
Combining these insights with a fine-tuned strategy led to ZRS's best-performing lead generation campaign to date, surpassing lead projections (based on previous campaign performance) by an impressive 2,000%.
Social-first creative through the funnel
To effectively promote this product, we knew the ZRS experts had to be front and centre. They are the experts whose knowledge and experience the end user is buying.
We developed a series of face-to-camera assets for our Top-of-Funnel efforts, aimed at grabbing attention and establishing expertise from a cold audience. We used social first techniques to hook the viewer and then keep their attention.
For Bottom-of-Funnel, we focused on the lead magnet—the initial conversion point and sold that. We focused on the benefits of downloading it and the learnings and insight you would gain from it. The lead magnet was designed to be mobile first so it’s bold design stood out within the social creative. The powerful visual combined with pain-point-led copy drove conversions.
It’s not just about volume
We were thrilled with the immediate success of the campaign, generating over 400 leads. However, with years of experience in the B2B insurance sector, we know that quality matters just as much as quantity.
We worked closely with the lead team at ZRS to make sure the leads we were generating were also as high quality as possible. We adjusted our targeting parameters, our keywords and the LP including the form fields we collected to ensure our content is being served to the right audience.
THE RESULTS
%
of the target leads
%
less than projected CPL
%
CVR
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