About Alexander Forbes
Alexander Forbes offers integrated retirement, investment, life and insurance solutions to create, grow and protect your wealth and assets.
The Challenge
Arrive is a Health, Wealth, and Career Solution powered by a collaboration between Alexander Forbes and Mercer. The purpose of Arrive is to create better financial outcomes and employee experiences.
A campaign, targeting a C-Suite audience, encompassing the CEO, Chief Operation Officer, Chief Financial Officer, Chief Human Resources Officer, and a full complement of Human Resources professionals, will position Arrive as a solution to navigate a new world of work.
Our Role
Digitlab executed a media strategy that created a hyper-focus on this niche audience while generating the best lead generation possible for an intricate business-to-business solution.
Our Solution
The campaign was entirely executed inside LinkedIn and compiled of two phases over two months. In the first month, we focused on building awareness about the campaign, Alexander Forbes, and the need for the Arrive solution. Once we had our target audience’s attention, we followed in the second month with a lead generation campaign that sought to create qualified leads through innovative conversational ads, carousels, video content, and lead generation forms.
The Results
The campaign reached over 50 000 targeted C-Suite Executives (month one) and generated 60 leads (month two) for the Arrive solution.
Conversations Ads achieved 82% engagement rates (vs industry benchmark of 1.33%) and 85% lead completion (vs industry benchmark of 13,75%).
Key Insights
When looking to stand out with a media plan, it’s valuable to engage in new and innovative advertising mechanics that the audience has not started to ignore, inventive advertisements make it easier to garner your audience’s attention and drive a much higher lead generation.
Testimonial
“Digitlab’s sound strategic direction and expert digital advertising knowledge has become integral in our digital campaigns. Their hands-on approach, commitment from the senior team and tailored service is a pleasure to work with.” – Collette Van Dyk | Executive Head – Group Marketing at Alexander Forbes
