Partnered with around 7 regional creators to reach new users and generate quality leads.

Their strategy focused on:

• Leveraging the strong regional pull of influencers using Partnership Ads within Demand Gen strategy. 30-40 seconder creator assets on shorts were utilised for the recently launched campaign.
• To measure efficacy, they ran A/B testing, to isolate and understand performance differences attributed to influencer assets. 
• Partnership Ads on Demand Gen allowed to tailor creatives for different user cohorts
• Brand utilised AI optimised targeting, combining regional and linguistic signals for maximum relevance and using Look alike Audiences to clone closed leads.

The Partnership Ads appears to be more efficient in tapping in new audiences and generating a higher volume of leads at a lower CPL. The Demand Gen partnership ads unlocked 27.6% incremental reach, connecting with 230,945 net-new users and generating 193.3% more qualified leads than the control arm. The influencer-asset ads further drove  a 27% better conversion rate achieving  24.2% lower CPL in comparison to brands usual brand creatives.

Our goal was to push beyond our traditional performance strategy and scale our conversions by tapping into new audiences. By partnering with regional creators on Demand Gen, we not only reached these new user segments but did so with incredible efficiency. The Partnership ads strategy was particularly effective, delivering more qualified leads at half the cost of conversion compared to the brand creatives. This approach has unlocked a powerful new avenue in lead generation.