Linked In : Bidvest Waltons is the leading stationery supplier in South Africa.
With their focus on Work School Life, their objective for this campaign was to grow their business account base by ”generating business leads to open business accounts”.
The challenge was to get the message to the relevant decision-makers in companies in South Africa, in order for them to open business accounts with Bidvest Waltons.
We used Messaging Ads with three different creative executions.
The copy was similar across the ads, with a bold Bidvest Waltons logo across the ads and Lead Generation forms.
This solution provided an opportunity for the audience to see the various creatives but with the same message being reinforced.
The audience was selected based on attributes such as Member Interest, Job Seniority, Company Size, and for Lead Generation – Job Titles, Company Industries and Job Functions, targeting only LinkedIn members in South Africa.
The campaign ran over 9 months from July 2021 to April 2022, The Messaging Ads produced the following results:
Messaging Ads generated 136 leads
Five Conversions from the ads, using the Waltons Open an Account URL
The Open Rate was 67% above the South African Benchmark, although our Click to Open Rate was below the South African Benchmark, at 2%.
- A total of 23,855 impressions and 16,177 clicks were generated with an Average CTR of 67.81%.
- A total of 16,973 Total Engagements were generated with an Engagement Rate of 71.12%.
- We generated 307 lead form opens with a 44.3% Lead Completion Completion Rate.
The Messaging Ads worked well with simple, yet effective messaging, reinforcing the brand and call to action.