Increase awareness and generate leads for electric vehicle (EV) charging solutions among Australian City Councils.
Process
Solution:
A data-driven LinkedIn campaign utilising various ad formats and Account-Based Marketing (ABM) strategies.
Deliverables
Generated a substantial number of leads at a significantly lower Cost-per-Lead (CPL) compared to traditional methods
Results
- Reach: Achieved a significant number of impressions (154k+).
- Engagement: Reduced Cost-per-Click (CPC) by 69% compared to traditional LinkedIn campaigns. Messaging Ads boasted the highest Click-Through Rate (CTR) at 8.75%.
- Leads: Generated a substantial number of leads (160+) at a significantly lower Cost-per-Lead (CPL) compared to traditional methods (82% decrease). Single image ads outperformed others in lead generation.
ABM Impact: Targeting specific City Councils proved highly effective.
Key Learnings:
- Targeted Messaging with ABM: Ensured relevant ads reached the right decision-makers within City Councils.
- Optimised Ad Formats: Utilised various ad formats (single image, carousel, messaging) to achieve different campaign goals (impressions, clicks, leads). Single images excelled for lead generation.
Data-Driven Approach: Continuously optimised campaigns based on performance data to maximise cost-effectiveness.
Conclusion:
This LinkedIn campaign successfully generated awareness, clicks, and leads for EV charging solutions among Australian City Councils. The strategic use of ABM, diverse ad formats, and data-driven optimisation resulted in a significant cost reduction compared to traditional methods.
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