This entry was chosen as a winner of the Performance Marketing World UK Awards 2023. View all the winners, coverage, photos and videos from the night in our special feature section here..
With a rich 250-year history as a leading UK wealth manager, Brewin Dolphin has continuously endeavoured to elevate their brand presence and drive high-quality Marketing Qualified Leads (MQLs). In recent years, the wealth management sector has faced formidable challenges and the changing landscape has seen traditional lead sources underperforming, necessitating a crucial re-evaluation of lead-generation tactics.
In light of these challenges, Walk-In Media was appointed to reimagine and rejuvenate Brewin Dolphin’s growth initiatives. Recognising uncertainties surrounding the existing audience data, a bold decision was made. Rather than relying on 1st party lists, the focus shifted towards creating customised audience profiles bolstered by comprehensive 3rd party datasets. An intricate test-and-learn approach was employed, rigorously evaluating various copy versions and honing in on enhancing the quality of lead-to-MQL transitions.
Leveraging the power of Meta for execution, Walk-In Media devised and rolled out a series of game-changing strategies. First, they broadened the audience reach via interest-based segmentation. Next, they forged a strategic alliance with Dun & Bradstreet to sharpen audience targeting using Experian FSS 3rd party data. Lastly, they launched an expansive creative evaluation mechanism. To optimise outcomes, they integrated story placements, ensuring a more judicious budget distribution.
The outcome was remarkable: MQLs surged by 143% in H2 2023 at 38% lower costs, lead generation amplified by 110%, and there was a staggering 394% increase in identified investable wealth. This revamped strategy has not only enhanced Brewin Dolphin's lead volume, it has also emphasised the company's commitment to continued quality.
“Great campaign and use of ongoing experimentation, proof that optimising just one single channel can completely turn a business around. Really nice examples of a test and learn approach that delivered lead volumes AND quality in a difficult industry to convert via paid media.”
Highly commended award:
- RocketMill with Harvey Water Softeners
Pivoting from quantity to quality to drive 50% more revenue from paid media