The challenge
With limited audience familiarity of E1’s platform, our challenge was to capture their attention with a campaign that would highlight the platform’s many benefits. To achieve this, we needed to do two things: create compelling content that effectively communicated how the platform works, and ensure that it reached the eyes of the target audience of MCs and SCs when and where they were consuming content.
Our solution
We created a free-to-download e-book packed with valuable insights on the need for digital transformation within the construction industry. By focusing initially on thought leadership based content, we established E1 as a credible authority, setting the stage for further details about their platform and its benefits.
To promote this asset, we leveraged LinkedIn’s detailed targeting capabilities, testing combinations of job titles, industries and company sizes to reach E1’s main contractor audience.
From there, we launched a combination of striking brand awareness and lead generation ads with punchy campaign lines to hook people in. Using incremental testing, we optimised the cost per lead and continually improved the overall efficiency of the campaigns.
For the subcontractor market, we developed a four-week radio ad campaign, driving leads on Meta to further enhance brand visibility.
The results
Our combined brand awareness and lead generation campaigns on LinkedIn generated:
The radio campaign also surpassed the KPI of 500K impressions, achieving a listen through rate of 94%.