SJD is a leading provider of accountancy and business services to the self-employed. Their sales and lead generation relies heavily on paid media and bottom of the funnel activity which is constantly optimised for when prospects are ready to buy.
They wanted a campaign that would evaluate new top of funnel channels and creative, with the goal of building brand awareness, driving leads and sales, and optimising a range of performance media to identify the most effective channels.
SJD is a leading provider of accountancy and business services to the self-employed. Their sales and lead generation relies heavily on paid media and bottom of the funnel activity which is constantly optimised for when prospects are ready to buy.
They wanted a campaign that would evaluate new top of funnel channels and creative, with the goal of building brand awareness, driving leads and sales, and optimising a range of performance media to identify the most effective channels.
Our multi-channel approach saw us develop a big creative idea – our starting point for every campaign – which was rolled out and tested across display, paid social, native, YouTube and Sky AdSmart.
The creative featured our different audiences getting on with work, while showing how their finances can get out of control if ignored. Using the headline ‘Don’t let the numbers get on top of you’ the creative repeated the use of the SJD brand name to build awareness and recall.
Through a mix of digital performance media working alongside PPC, we were able to test, refine and implement the activity day-by-day across the 8-week campaign.
A positive uplift in lead generation across all other channels in the regions where the TV ad was shown.
The campaign delivered over 35% more leads than the target at a lower blended cost per lead.
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