The Campaign

A key part of this campaign was to drive webinar registrations where our Chief Product Officer, VP of Small Business and a client of GoCardless would talk in depth about the product. The primary audience we wanted to reach were GoCardless’ users and those who were already familiar with GoCardless. The secondary target was a wider audience. For this campaign I was tasked to develop and implement the end-to-end paid campaign while managing the ongoing communication through organic social in a timely way. For the paid campaign I combined promoted organic posts for the awareness stage and actual ads for the consideration and conversion stage with formats such as carousel, slideshow and static image. The paid campaign was run on LinkedIn, Twitter, Facebook and Instagram (both feed and stories). The idea was to announce the availability of the new product with a blog post and a post about the webinar and then a well segmented retargeting campaign to maximise the engagement and drive webinar registrations. From an organic perspective, we created a variety of social-first content that allowed us to have a high frequency of posting across LinkedIn, Twitter and Facebook. This content was rich in insights, stats, testimonials and case studies. In addition, there was a video that was later released as part of the promotion.