Social Media

Brand Awareness Campaign

High-reach awareness push that lifted brand recall and search demand.

Client

A North American mid-market B2B software provider specializing in inventory management for the manufacturing sector.

The Challenge

The client occupied a crowded market where they were frequently overshadowed by enterprise-level competitors with larger media budgets. Internal data indicated high customer satisfaction but extremely low brand recognition among key decision-makers during the initial research phase of the buyer journey.

Baseline organic search traffic for branded terms had plateaued, and the sales team reported that prospects were often unfamiliar with the brand's core value proposition when first contacted, leading to longer sales cycles and higher friction.

Our Approach

• Identified high-intent professional personas on LinkedIn and Meta based on job titles and industry verticals.
• Developed a series of high-production educational short-form videos focusing on common supply chain pain points.
• Implemented a tiered retargeting funnel to move users from video views to ungated thought leadership assets.
• Utilized broad-reach frequency capping to Ensure consistent brand exposure without creative fatigue.
• Deployed A/B testing on ad headlines to prioritize emotional triggers versus technical specifications.
• Synchronized social outreach with a targeted Google Search campaign to capture rising brand interest.

Execution

The campaign was executed across LinkedIn, Meta, and YouTube, focusing heavily on a 'problem-first' messaging framework. We utilized motion graphics and expert interviews to establish authority, targeting VP-level operations and logistics roles within a 50-mile radius of major manufacturing hubs.

In the second phase, we shifted from broad awareness to intent-based retargeting. Users who watched more than 50% of the initial videos were served lead-nurture ads that synthesized the brand’s solution with specific ROI case studies, bridging the gap between awareness and conversion.

Results

Total Impressions

2.4M

Branded Search Lift

+42%

Video Completion Rate

18.5%

Direct Lead Attribution

114

The campaign successfully penetrated the target market, resulting in a 42% lift in branded search demand and over 2.4 million targeted impressions. By prioritizing reach and frequency, the brand established significant mental availability, ultimately shortening the average sales cycle by 15% during the campaign period.

Duration: 90 days