The Challenge:
Lenovo were looking to drive awareness in the CAP region for the 2022 edition of TechWorld. Dentsu knew LinkedIn would be a key platform to connect with relevant decision makers, as LinkedIn excels in reaching professionals in a business mindset. However, reaching this premium audiences is consistently more expensive than other social platforms and Dentsu were looking for ways to increase cost efficiencies in the campaign.
The Solution:
Dentsu worked closely with our LinkedIn representatives and successfully placed the Lenovo account on the beta for their LinkedIn Audience Network (LAN) placement in Q3. LAN helps advertisers leverage their valuable members to reach professional audiences beyond the LinkedIn environment by delivering Sponsored Content on trusted premium third-party apps and sites, at a cheaper rate than traditional in-feed ads.
Dentsu proposed a two-week A/B test between LinkedIn Feed and LinkedIn Feed + LAN for our TechWorld campaign with the objective of increasing engagement with the Tech World 2022 event session materials.
The Results:
Adding LAN to the campaign delivered significant cost efficiencies and improved campaign performance, and the new ad product will feature in more campaigns going forward.
- 82% reduction in CPC for Feed + LAN ($2.02) vs Feed-only ($10.77)
- 74% increase in CTR for Feed + LAN (0.54%) vs Feed-only (0.31%)
