Client:
Market Research Agency
Category:
Affiliates & Influencers
Time:
4 Months
A leading global marketing research agency faced a significant challenge: to develop an online panel predominantly composed of U.S. Hispanics with ultra specific segmentation. Their objective was to create a well-balanced mix of panelists, including Spanish speakers, English speakers, and bilingual individuals. Additionally, they aimed to segment these panelists further based on their country of origin and generational background. The ultimate goal of this campaign was ambitious yet clear – to enroll 10,000 new online panelists every month over a period of 10 months, culminating in a robust and diverse panel of 100,000 members. This panel would play a crucial role in various market research campaigns, providing invaluable insights into the Hispanic consumer market.
Adding to the challenge was the client’s recent marketing hire, tasked with validating the feasibility of this goal following previous unsuccessful attempts. The new representative expressed an additional requirement: the quicker the leads were acquired, the better it would reflect on the campaign’s success. This added pressure underscored the need for an efficient and effective strategy to rapidly meet and surpass the set targets.
LunaSol Media developed a bilingual (Spanish and English) recruiting mini-website, OpinionLandSurvey.com. A significant advantage of this minisite was its ability to allow real-time creative adjustments without impacting the client’s primary corporate panel recruiting site. This flexibility enabled us to rapidly respond to changing affiliate and influencer traffic dynamics and optimize the campaign as needed.
Integrated Marketing Channels: The campaign utilized a diverse mix of marketing strategies, including Affiliate Marketing, Influencer Marketing, Email Marketing, and BOOSTING for amplified organic and social media traffic. This multifaceted approach ensured a wide reach and engagement within the target demographic.
Clean Website and Creative Design: The mini site was crafted with attention-grabbing creative elements along with images and copy that matched the creative being used in each marketing channel. The multi-step survey contact form was designed to look easy and drive conversions, capitalizing on the traffic generated from the various marketing channels.
Real-Time Lead Integration and Verification: The website was seamlessly integrated via API with the client’s panel system and CRM. This integration allowed for real-time checking of each lead against the client’s database, ensuring that specific qualifiers were met and campaigns adjusted when group caps were reached.
Continuous Monitoring and Lead Source Analysis: Throughout the campaign, LunaSol Media maintained transparent communication with the client to monitor progress and improvements. Lead source identification codes were provided, enabling detailed performance analysis at the publisher, sub-publisher, and influencer levels.
LunaSol Media’s strategic approach resulted in an impressive milestone of generating over 25,000 new panelists each month from targeted markets, all within the initial four months. This rapid accomplishment not only met but significantly surpassed the original goal of acquiring 10,000 panelists per month, fulfilling the entire campaign requirement in less than half of the projected time frame.
Improved Engagement and Conversion: The seamless integration of campaign creatives with the mini-site’s landing pages led to a dramatic decrease in the average page bounce rate, dropping from 70% to just 20%. This substantial reduction in bounce rate was crucial in capturing and converting highly desired panelists, who might not have engaged otherwise. This enhancement in user engagement directly contributed to the high conversion rates observed in the campaign.
Client Satisfaction and Campaign Expansion: The campaign’s overdelivery was met with great enthusiasm from the client. Their satisfaction with the outcomes led to an expedited launch of their panel for their own customers. Furthermore, acknowledging the success and effectiveness of the campaign, the client not only increased their budget but also transitioned the campaign into an ongoing media buy with an annual renewal. This transition signifies a long-term commitment and trust in the capabilities and results delivered by LunaSol Media.
Overall, the campaign’s success not only demonstrated LunaSol Media’s expertise in targeted marketing but also reinforced the importance of integrating creative design with technical efficiency to achieve exceptional results in digital marketing campaigns.
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