Challenge

NovaDine had an immediate need to maximize their exposure and create awareness of the services they provide within their industry before the start of their trade show season. 

Tactics

Martin Communications decided to turn a single NovaDine video (which had been produced several months prior) into an awareness campaign which included digital advertising, specifically a LinkedIn ad. The goal was to heighten the engagement NovaDine was already receiving organically via social platforms and to capture as many video views as possible from a highly targeted group, all at the lowest cost possible.  LinkedIn’s purpose of industry-related communication and networking was perfectly suited to these pursuits.

• Awareness campaign via a LinkedIn ad.
• Ad tracking of the LinkedIn ad which allowed us to create a list for retargeting once the trade show started. 
• YouTube placement of the video

Results

Analytics show an increased engagement of the LinkedIn ad which ran from Jan. 23, 2020 through Feb. 20, 2020. 

Impressions (how many times the ad was seen) - 48,871
Video Views - 23,786
View Rate- 51%
Estimated Cost Per View- $0.05
Click-Through Rate- 0.6%

Nov. 2019 – Feb. 2020

• 1,615 total impressions from Nov. to Dec. before the campaign began 
• 48,871 total impressions from Jan. to Feb. during the campaign 
• 50,486 total impressions from Nov. 2019 to Feb. 2020 
• Impressions increased by 2,926% when comparing Jan-Feb to Nov-Dec
• 26 total clicks from Nov. to Dec. before the campaign began
• 353 total clicks from Jan. to Feb. during the campaign
• 379 total clicks from Nov. 2019 to Feb. 2020 
• Clicks increased by 1,258% when comparing Jan-Feb to Nov-Dec