eight&four x Elsevier: Feeding the Funnel & Complex Storytelling in B2B

The Challenge

Our objective was to launch the Elsevier Health product to key English speaking markets via a paid social awareness and lead acquisition campaign

Due to the high volume of complex information and technologies available via Elsevier Health, we needed to find a way to clearly communicate the core mission of the program via engaging social content to drive leads for the sales team to convert

The Approach

We developed a 2-phased approach to the campaign to establish interested audiences and convert them to site

We created a range of creative social content across video & static in a multi-placement approach across channels including Linkedin, Facebook, Instagram & YouTube

Creatively, we focused on real people to communicate the offering in short ad formats that gave audiences a clear understanding of the benefits

As always, it took the detailed, collaborative work of eight&four media & content specialists to deliver the campaign effectively

The Impact

All KPI's were exceeded:

Over 10M impressions
(43% higher than KPI)
84% reduction in CPM
over the course of the campaign
2.3M video views and 147K leads delivered
(via traffic on the site)

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eight&four x Elsevier: Feeding the Funnel & Complex Storytelling in B2B

We have worked in a consultative capacity across B2C/B2B across 12+ markets since 2017. We're specialists in seeking the relevant audience on social and delivering complex storytelling through social assets to drive a response.

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