Case Study:
Albion PLC
Client / Company:
Albion PLC
Service:
Bespoke Campaign
Industry:
IT Services
Location:
London, UK
Opportunity Generation for Business Mac Campaign
Albion Computers approached Mitchell & Stones with a specific challenge: to promote their cashback offer on selected MacBook purchases for VAT registered or incorporated businesses. The campaign aimed to drive sales and increase brand visibility within the UK market.
What we did:
Google Ads
Email Marketing
LinkedIn Ads
The Campaign:
We devised a multi-channel campaign strategy targeting both existing and prospective clients of Albion Computers. We implemented a multi-touch approach, leveraging both cold and warm data sources. This allowed us to engage with the target audience across various touchpoints, maximising effectiveness.
What We Did:
- Google Ads: Utilising search and display placements, Google Ads were designed and optimised to target relevant keywords and appear where prospects would likely be looking on the web.
- LinkedIn Ads: Targeting relevant job roles and lookalike audiences with the offer. Further along the campaign, the decision was made to reallocate this budget to the Google Ads, which was proving more successful.
- Email Marketing: Tailored email sequences were sent to current clients and prospective business clients, focusing on product promotion, urgency, and clear CTAs.
Challenges Faced
Before turning to us Albion faced several challenges, primarily centred around the time investment required for extensive outreach and the identification of suitable prospects.
- Time Investment: The scale of the campaign necessitated significant time and resources for outreach to a substantial number of potential clients. Balancing the workload while maintaining the quality of communication posed a considerable challenge.
- Prospect Identification: The process of sourcing and vetting leads required meticulous attention to ensure alignment with Albion Computers' ideal customer profile.
To overcome these challenges, Mitchell & Stones implemented strategic solutions and optimised processes:
- Streamlined Outreach Processes: We employed efficient outreach strategies and automation tools to streamline communication workflows, allowing for more effective engagement with a larger audience within a manageable timeframe.
- Refined Targeting Strategies: Through data analysis and segmentation, we refined our targeting strategies to focus on prospects most likely to respond positively to the cashback offer. This targeted approach maximised the efficiency of our outreach efforts and minimised wasted resources.
Despite challenges, the campaign achieved significant success. Strict brand guidelines from Apple necessitated careful adherence, which was successfully managed. Cold email outreach showed promising engagement, and Google Ads delivered tangible conversions, particularly through targeted search campaigns.
Results
Cold Emails Results:
58.4%
Open rate
Cold Emails Results:
18.5%
Click rate
Google Ads Results:
30
Conversions
Google Ads Results:
5.2k
Clicks
Cold Emails Results:
58.4%
Open rate
Cold Emails Results:
18.5%
Click rate
Google Ads Results:
30
Conversions
Google Ads Results:
5.2k
Clicks
Conclusion
Through a strategic blend of digital marketing channels, we successfully amplified Albion Computers’ cashback offer,
driving both engagement and conversions. The campaign not only met but exceeded expectations, demonstrating the value of a tailored, multi-channel approach in achieving marketing objectives.
