Lead Generation | Membership Warehouse Club
Acquire new members for a membership-only warehouse club during the 2019 holiday season using a new member promotional discount. In addition to acquisition and cost-per-lead metrics, the team was also asked to use this campaign to define a “best-in-class” acquisition model that could be used to drive improved performance quarter-over-quarter for the next fiscal year.
This performance-based campaign was divided into two phases, a learning phase designed to discover channel performance across a wide variety of channels and an optimization phase focused on the implementation of the “winning” channel mix.
In each phase, consumers were driven to a landing page to submit an email address to receive the promotional offer which counted as a lead.
A strategic audience building technique was used leveraging CRM data through LiveRamp. This LiveRamp data was analyzed to create audience files based on member look-a-likes and shopping behaviors. Retargeting audiences from brand-level Holiday campaigns were also included, which helped capitalize on awareness generated from other campaigns in market.
In the first phase, we tested several channels including programmatic display, native, YouTube, online video, Facebook/Instagram and Google Ads to determine overall channel performance.
Each lead was captured through a campaign-gated landing page and tracked back to its original source, allowing us to effectively gauge which channels performed the best and generated the most leads.
Phase I taught us that a combination of Facebook/Instagram and Google Ads were the most cost efficient lead-generating channels in comparison to all other channels tested.
The next best performing channel, programmatic native, had a CPL 5x higher than Facebook and Google Ads. The team decided to limit the campaign to the best performing channels and saw a dramatic increase in campaign performance.
Phase II achieved a CPL 57% lower than the CPL in Phase I – far exceeding the established campaign benchmark.
When measured against campaigns executed by the client’s previous agency, our results were better. Our Phase I and Phase II combined campaign saw a 124% increase in number of leads with a 16% decrease in CPL compared to the previous agency.
This phased testing allowed us to better understand how the target audience would interact across multiple channels and develop a more efficient acquisition plan for each quarter moving forward.