DHC lead gen campaign
If you have never advertised before, where do you start? We created a strategic creative test campaign to let data lead the way ensuring media spend was optimised for lead generation.
New business leads and website traffic were slowing for Deidre Hayes Conveyancing (DHC).
Spring is traditionally the best property selling season of the year. To ride this wave of activity, DHC engaged Fred&Co to develop a strategic ad campaign to generate leads and raise awareness of the business.
Even though property sales may be not be as aggressive as they once were, the market was still moving. We just had to change behavior to swing leads and get DHC on the audience’s radar.
Since this was the first ever ad campaign for DHC, we recommended a testing strategy.
We created new brand positioning of ‘stress less’ for the business. This was based on the key pain point that buying and selling property is one of the most stressful things you can do. By trusting an expert with 25 years experience and which only deals in conveyancing, it’s sure to take a load off a buyer or seller’s mind.
Three ad sets were designed.
‘Busy people’ using illustrations for creative cut-through.
‘My tips to stress less’ ads were designed for different audience segments.
A ‘special spring offer’ ad.
We intentionally added the spring offer to all creative ads to ensure it was a equitable test.
Two landing pages were also created to explain the offer.
The campaign is ongoing but the first round of creative test results showed that two ads delivered 51% of the leads. Surprisingly, the ad dedicated to the “Spring offer” performed the least. What this proved was how a creative idea that's crafted, can outperform a straight retail offer.
The data insights gained from the first test proved invaluable. Since DHC is new to advertising, it gave us the evidence of which ads performed best, allowing the campaign’s next stage of media investment to be optimised, saving DHC’s budget.
Stage two of the campaign is to test these two ads to determine a clear winner to roll out the campaign.