At LOKi Digital, we believe that what makes a great campaign isn’t just built on execution, but collaborations as well. From planning to kickoff, we aim to be more than just a one-stop vendor to our clients, but as a digital agency that continues to provide good work to all of our clients. When you’re working on a campaign with us, we will not only execute what’s asked, but proactively uncover opportunities, challenge assumptions, and guide you toward time and tested strategies that will actually produce results.
We have a good track record of being able to deliver on our promises of doing good work for our clients by blending creative thinking with performance marketing, while keeping the client looped in through every key decision and using client feedback to bring their visions to life.
Whether we’re designing landing pages, optimising media plans, or proposing bold new strategies, we treat your brand like it’s our own. That’s how LOKi Digital typically run things as a digital agency. But sometimes, a campaign throws a curveball at us and tests every part of that process. This campaign is an example of a campaign that almost didn’t work out, here’s how we managed to turn it around.
The Campaign
The client had approached us to drive leads for their target markets. Our objectives were simple: Get user sign-ups for the client’s website. Before the campaign kickoff, LOKi Digital was tasked with designing the deliverables, giving advice on the campaign’s creative direction, developing media strategies and optimising ad performances across various platforms.
The Lead Up
Within 3 weeks, we kicked things off with a solid media strategy. Identifying multiple audience segments, developing varied creatives for the campaign such as EDMs, ad copies, and came up with other media targeting strategies. However, we faced multiple issues upon the campaign’s launch.
The trouble started early. Despite multiple iterations and a healthy ad spend, sign-ups were underwhelming and did not meet targets. The campaign leads just weren’t coming in like we had hoped and our team spent a long time trying to figure out our next steps.
While our team and the client’s internal team had worked together to produce and execute a wide variety of media strategies, the campaign performance didn’t match the effort. The campaign’s leads were not funnelling like we intended via our ads and we faced backend tracking issues such as website analytics.
This meant that all ad traffic would be funneled into the landing page, with little conversion feedback. This not only made it difficult to track where the leads were coming from specifically, it also meant that we were unsure if our ads were driving the accurate leads to our target.
So, we went back to the drawing board. We could not let the campaign fail after months and months of planning and strategising.
The Turn Around
We knew something had to change and fast as the stakes were high. The client had shared alot of red tape and restrictions that we believed could be solved from LOKi’s side. And so, our team got to work immediately.
After analyzing the data and recognizing the issue, our team proposed an alternative solution: an off-site lead generation strategy via off-site channels. This would bypass the existing issues on the client’s page and allow us to directly collect off-site leads to ensure that all captured leads would be consolidated in the clients’ system.
The Execution
So, we made the call. We went ahead and started testing new solutions first.After much testing and trialling, we figured out a solution that covered everything from automating lead generation from social media lead forms instead of driving the audience to the website to complete their lead form information.
We ensured that no leads fell through and all leads were directed to the webpage. At the same time, we also ran constant budget optimisations on the target group in order to obtain quality leads for the client at a lower cost.
Eventually, our efforts paid off. Once our client saw the spike in positive results and how we addressed their concerns appropriately, they gave us the green light to roll out the off-site strategy in full force.
The result? We managed to exceed our client’s goals and their expectations and turn the campaign around, leading to a highly successful campaign.
Lesson Learned
This campaign reminded us that no two clients or campaigns are the same. Even with solid planning and impactful visual designs, many things can go wrong once the campaign goes live. It is important for us to take accountability for the budgeting, planning and the execution of the campaign. We don’t wait for client’s permission to solve existing problems when they crop up, we step up and solve them, because that’s what clients are counting on.
What started as a potential “flop” became one of the more rewarding learning experiences for our team. By staying focused on the objective, delivering results to our client and coming together to solve the issue when things weren’t working out, we were able to shift gears, surpass the client’s targets, and create something that we’re proud of. That’s the kind of hustle we bring to every campaign. Even the ones that almost flopped.
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