Over 450 enquiries and a 79% reduction in cost per lead in just 30-days
Adlens commissioned Zest to prove that online channels were a viable source of leads for a new product range. This was to support a direct-to-consumer model that broke away from their traditional routes to market through third-party vendors that reduce margin.

Objectives
We were asked to create and execute a strategy to generate leads through online channels to prove that it was a viable channel for future marketing.

Strategy
We identified PPC as the best route to market, and deployed five landing pages to direct users to, each focused on driving data capture.

Action

By monitoring activity by device closely, we were able to make tweaks to the campaign such as adding subtitles to a video so that the message was not lost on mobile users.
Results
The results far exceeded our client’s expectations. For a new product with absolutely no historical data to go on, we successfully generated 474 conversions within the short test period. In addition, we grew social following by 455%.
The test confirmed the viability of a direct-to-consumer business model and they are now investing heavily into a new website, using the learnings from this test to guide them.



leads generated within 30-days

growth in social following

reduction in Cost Per Lead over a 30-day period
Jason de Kauwe, Global Head of Digital Marketing, Adlens

leads generated within 30-days

growth in social following

reduction in Cost Per Lead over a 30-day period
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