Case Study
Challenge
Applecart was approached by a multi-billion-dollar financial services company that was spending nearly $1m per year on digital advertising, but was not seeing the desired impact from their campaigns. Their target market was county treasurers across the US and CFOs at Fortune 1000 companies but in-platform targeting options on sites like Facebook was returning far too big an audience (9m vs the actual 32k CFOs in the US!),meaning the wrong audience was seeing their ads.
Solution
The company partnered with Applecart to generate two custom audiences: one comprised of County Treasurers (and equivalent positions) and another that included CFOs and corporate treasurers at Fortune 1,000 companies.
The Results
Applecart worked with the company’s internal team and external agency to design a significantly more targeted campaign. By advertising to the Applecart audiences 1:1 across digital and social channels, the company achieved much higher engagement than previous campaigns.
A click-through rate (CTR) that was 40X greater than what they had achieved with traditional targeting.
Longer session durations: Individuals from the Applecart audiences who clicked on an ad spent 2X more time on the website than those from traditional targeting
An increase of the Goal Conversion Rate (GCR) from 20% to 65%: Individuals in the Applecart audiences who clicked on the ads engaged with the company’s services 3X more often than individuals from the traditional audience.
