West Midlands Growth Company - Paid Media Campaign
Services provided: Strategy, Creative Campaign, Paid Media
Brief.
In December 2024, West Midlands Growth Company briefed SHC to manage and implement a paid media campaign targeting global CleanTech businesses across six key territories and four core target audiences, to make them aware of the Global Growth Programme and how it supports businesses like theirs to launch and scale within the West Midlands. The goal was to secure six new CleanTech businesses wanting to relocate and set up a hub in the West Midlands by the end of March 2025 - launching in mid-January this gave us just 10 weeks!
What We Did.
We began by mapping the four key target audiences alongside the six country territories across digital media platforms and could clearly see that LinkedIn gave us the biggest opportunity to reach CleanTech businesses, globally.
Secondly, we reviewed the current CleanTech customer journey across the current West Midlands Growth company website and brochure to understand any opportunities and pain points. We decided that these needed to be revised to ensure that each of the four target audiences were directed through to a dynamic, personalised landing page which detailed solutions and benefits that the Global Growth Company could offer an emerging business more specifically within the CleanTech industry.
As we had settled on LinkedIn as the core digital platform for this campaign, we devised a media plan that would segment activity into four campaigns to target each of the four core target audiences. Each audience would be targeted by industry, country territory, company size, and in some cases, job seniority, based on the company demographics that had been supplied by WMGC.
Creatively, we curated four short form videos using existing WMGC footage to create a narrative which was relevant to each of the four core audiences primary needs, covering key USPs and reasons why CleanTech businesses should consider the West Midlands as place to set up a hub within the region.
Over the 10 week campaign, we monitored the creative and audience segmentation performance and up and down-weighted budgets based on where the highest volume of quality leads were being attributed. We also refined audiences by layering in additional filters to ensure we were reaching the right people to ensure lead quality.
Quickly into the campaign, we recognised that the campaign customer journey driving to a separate landing page wasn’t generating the volumes of leads required, and made the decision to switch the activity to LinkedIn lead generation campaigns, which quickly increased lead volume and also reduced the cost per lead.
Results.
During the campaign period, activity drove 4.5 million impressions, 33k clicks and 75 leads. More importantly, the campaign secured seven new CleanTech businesses to set up a hub within the West Midlands and join the Global CleanTech Programme, against a target of six landings. A great success in a short period of time!