Kantar Analytics: Developing a digital strategy that increases commercial leads

Challenge

Kantar is the world’s leading evidence-based insights and consulting company. Combining expertise, data resources and benchmarks, innovative analytics and technology, Kantar helps its clients understand people and inspire growth, globally and locally in over 90 markets.

Kantar publishes its analysis and views on brand and marketing return on investment, but it wasn’t reaching key buyers online.

Approach

Madano developed a targeted digital campaign, using owned content, to raise awareness and generate interest across web, LinkedIn, Twitter and Google Search (PPC). Using analytics, we optimised ads to ensure that content most likely to drive engagement with target audiences was delivered.

Impact

Nearly 50% of clicks came from multinational companies spanning food and beverage to technology, right in Kantar’s sweet spot. New prospect data was delivered on a weekly basis to the Kantar team, and we’re now working with other business streams on additional digital activations.

Key digital metrics include:

• 5.9k clicks
• 7k engagements
• 0.62% - average engagement rate

This campaign was also shortlisted in the 2023 UK Paid Media Awards in the Best Use of LinkedIn ads category.

Click here to learn more about Madano's Digital offering. Want to get in touch? Contact our Head of Digital, Kelvin, today at [email protected].