Direct response and lead generation campaign for IUVO GROUP OŰ Estonia

Our client IUVO GROUP OŰ Estonia turned to us with great challenge – presenting a new investment opportunity for Bulgaria – peer-to-peer.

The task

The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase.

The challenge

Such platforms are advancing more and more in the developed financial markets and a rising number of individual users using them. In Bulgaria this is an unknown service.

Approach and choice of channels

We have made several buyer personas, so that we can have an optimal in-depth insight for target users such as interests, behaviors, triggers. Based on this, we have created a detailed strategy for reaching and engaging target users, with different users learning about aspects of Iuvo’s value proposition. The creative creatives used – visual and textual – corresponded both to the buyer’s persona of the respective user and to the phase of his path when getting acquainted with the service.

We used the most appropriate channels to launch user paths – social networks and Google ecosystem, as well as articles on premium sites. Then we continued the funnel of users by remarketing on upgrade content, and the moment we had enough converting target users, we started targeting and focusing on users similar to the most converting ones. We have adjusted the targeting, as well as strengthened the most effective messages to the respective audiences based on the real digital interaction of the users.

Results

Banner visions have appeared over 150,000 times in GDN and achieved results of 1% CTR (click-through-rate). Thanks to the good optimization of the campaigns and the quality targeting, we managed to achieve a CPC (cost-per-click) below BGN 0.09. The Gmail Sponsored Promotions format was also included in the digital marketing mix, which allowed us to target users based on keywords that are found in the mails of our target audiences. The good targeting in this digital channel, as well as the well-configured message gave results of over 20% CTR.

Over a period of 14 days, over 3,000 unique users (24% of whom Returning visitors) were put on the landing page, of which we achieved over 10% Conversion Rate. Over 40% of traffic was from mobile devices.

The campaign was so successful for the client that at his request we stopped adding an additional audience to the already created marketing funnels. The goals were met, over 320 unique emails of interested target users were collected, due to which the budgets were redirected for the launch of the peer-to-peer platform. Working very closely with the Iuvo and Financial Group management team, and using targeting, detailed heat maps, various messages and remarketing – we confirmed marketing assumptions, cleared user flows and the peer-to-peer platform could now move to the next phase of development and your communication.

If this case study with concrete results has intrigued you, you probably want to know more about our approach. We offer you to meet to discuss whether and how your business can be influenced by a well-established digital marketing strategy and well-implemented communication, taking into account your business and marketing goals. When we work together, we will create a concept tailored to your current and future digital assets. And last but not least, we will commit to solid results. We will be committed to the realization of digital assets and advertising and you will receive detailed reports on consumer behavior and advertising communication costs. If you like this approach, you can send us an inquiry through our intuitive inquiry form, in which you choose with a few clicks exactly how we can be useful to you. Then we are on the move.

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