Wembley Park | B2C event marketing
Owned by property developer, Quintain, the area of Wembley Park in NW London is undergoing extraordinary levels of regeneration. A part of that process in 2018 saw a series of events to promote the Christmas season, including cinema, theatre, and art installations.
It was decided to use Facebook Ads alongside Google Ads and Display. Within each of these channels, complex split testing was set up to gain insight into Remarketing vs Standard, Hyperlocal vs London-wide, and Follower vs Non-Follower.
Facebook vastly outperformed all other channels. On top of this, it was found that, surprisingly, a remarketed audience was less (not more) receptive than a new one. With split testing in place, budget was quickly reallocated so as to maximise the CTR and improve ROI.
Omnifi Ltd | B2B lead generation
Omnifi creates applications and payment platforms for the hospitality and retail sectors – potential clients sit within a small niche group. In addition, the products on offer are not readily known to many. The task at hand was to reach an elusive target audience, and to engage with them within an extremely short timeframe.
Keyword research was carried to out to establish search volume. The resulting keywords then formed the basis of a targeted Google Ads campaign. This, in turn, fed into a remarketing audience which would later fuel a Display campaign. Alongside this, a campaign was run on Linkedin, aimed at specific companies and management categories.
The Google Ads campaign provided insight into search trends. Once the remarketing audience was built up, this was used to then return to relevant users and remind them of the products which they had researched. Search Remarketing was also employed to focus on users that returned to search once more. The result was a set of generated leads which generated business worth over 400% of the campaign costs.