Increasing Awareness, Leads and Conversions

A major office supply, furniture and technology retailer wanted to rebrand its business account program and make a big splash quickly while combatting competitors in the marketplace. The goals were to increase reach and brand awareness, consideration and self-serve program sign-ups among small and midsize business decision-makers for the program.

Goodway Group designed a targeted omnichannel media plan including premium takeovers, social, CTV, video, audio and display across popular publishers and sites. Advertising messages highlighted key reasons to choose the retailer's business account program over competitors and encouraged shoppers to visit the retailer's website to sign up.

After the campaign launched, the national retailer saw impressive results: A brand study showed audio and CTV particularly drove significant gains in brand awareness, message association and consideration. The retailer also rapidly doubled its highest-value MQLs, increased monthly conversions 10X, and decreased its marketing cost by win by 79%.