InfinityQS Case Study
Digital, Web Design, Video, Design, Creative Ideas
Objective
InfinityQS approached us to provide creative ideas and design to support the UK team’s global partner acquisition campaign for its Enact® solution. The business objective was to recruit new Enact® partners from key global markets. The marketing team needed a suite of creative content that would deliver a campaign with longevity for its different audiences but within a prescribed budget.
Background
InfinityQS had already implemented two campaigns using persona-led and technically focussed ads via LinkedIn DSC to target automation and control, manufacturing consultancy and industrial IT services companies but they needed a new, engaging approach. In addition, the website didn’t offer the flexibility for the global Partner team to be able to track and analyse real-time digital results.
Our approach
The creative needed to respond to the persona motivations and pain points in an overt way that would quickly grab their attention on LinkedIn. Because we were targeting partners in markets such as Europe, Middle East and Asia as well as North and South America, we needed strong, dynamic visual content that explained the benefits of being an InfinityQS partner quickly and simply with minimal text or narrative.
We developed a series of three animated videos. They were developed in such a way that stills from the animation could also be used for separate LinkedIn ads – giving flexibility and longevity to the campaign.
To overcome the website issue, we designed and developed a microsite with a Partner Portal so that results could be tracked, analysed and associated back to the digital marketing efforts of the Partner team.
The results
The first animation video targeting manufacturing consultants saw a view rate of 36% within seven days with 9% viewing the video in its entirety, delivering 600 visits to the website within two weeks and 30% of those also visiting the InfinityQS Partner Program LinkedIn page.
In addition, stills from the video were used for a lead generation campaign which delivered 56 quality leads.
During the first six months, InfinityQS signed six new Partners in key territories such as Turkey, India and Mexico which were directly attributable to the creative campaign and dedicated Partner Program microsite. All six signed within weeks, significantly reducing the conversion lead-time from prospect to signed Partner.
We are delighted with 4CM’s collaborative and responsive approach. It has enabled us to deliver campaign creative and a microsite design that is highly engaging and clearly communicates our Partner Program message and benefits.
