Agile experimentation & audience development: Bright’s campaign strategy delivers impressive results for a publishing company
The Challenge
A global B2B digital media company specialising in publishing and information sought to enhance brand awareness and drive subscription growth for three of their brands on LinkedIn and Meta platforms. To achieve this, Bright was challenged to create and execute a successful campaign that would elevate brand recognition and bolster subscriptions.
The Solution
Bright identified thought-leadership content as a key driver for lead acquisition, along with influencer engagement within each brand’s vertical. To drive subscriptions for the three brands, Bright implemented a 16-week campaign with 23 ad campaigns, each highlighting a unique topic and presented on a gated page to drive subscriptions.
Employing agile marketing principles and a collaborative team with capability from Bright and the publishing firm. To adopt a test-and-learn approach, Bright collected valuable insights, including audience engagement with native platform gating vs. website gating and preferences for ad creative. Bright’s agile experimentation resulted in four varying creatives per campaign on average, with a focus on audience engagement and development.
The Result
Bright’s tailored and targeted approach to paid media marketing delivered a significant impact by increasing brand awareness and subscriptions for the three brands. The application of a test-and-learn methodology enabled Bright to collect valuable data insights, which informed campaign optimisation efforts. By focusing on resonating with the target audiences, Bright was able to use these insights to achieve optimal campaign results.
The paid media proof of concept campaign, generated:
- 1,490,724 impressions, resulting in 273 leads.
- An ROI of 213% based on the commercial value of acquired subscribers
- 1 of the brands’ LinkedIn page saw a 1030% increase in clicks YOY
- Another of the brands’ LinkedIn page experienced a 737% increase in followers YOY
It has been a pleasure to work with the team at Bright. The outputs generated and performance we’ve seen is incredible. They’ve helped share their expertise and knowledge whilst injecting audience development and agile ways of working to upskill our existing marketing team.
