xBI Campaign | PORTFOLIO
CLIENT: Impact XM
PROJECT: Service Launch Campaign
ROLE: Strategy, Campaign Management, Copywriting, Creative Direction, Storyboarding, Budget Management, Vendor Management
YEAR: 2024
Experiential Business Intelligence (xBI®) is an analytical tool and service for experiential and event marketers that had recently been registered as a trademark for Impact XM. As the first digital product offered by Impact XM, it was important to formally launch this to the market and build awareness around the new tool for event marketers.
To help humanize the content, a series of personas and characters were developed to explain the benefits of the product. These video animations and characters were then modified for video ads that were displayed across Google Display Network, LinkedIn, and Meta Platforms.
As a lead generation campaign, we were tracking success through conversion rate, cost per lead, and quantity of qualified leads. Overall, this campaign drove a major uptick in website traffic to the landing page and main website with over 4K ad clicks which resulted in 38 new qualified leads and the upsell of six existing clients. While the conversion rate was just over 1%, the cost per lead was relatively low given the search volume and competition of the keywords associated with the campaign.
Character / Graphic Design: Kaitlyn Harris
Art Direction: Francesca Bach
Animation: Marketscale
