Campaign optimization through demand-gen integration
Service
Omnichannel Media Consulting & Activation
KLARA: The all-in-one solution optimizes SME administration through a brandformance strategy.
KLARA, the business software by the postal service's digitalization specialist, has been offering an all-in-one digital platform for administrative processes in Swiss SMEs since 2016. Under the slogan "Simplify your office", KLARA streamlines accounting, payroll, and more for companies with up to 10 employees.
The brandformance strategy combines traditional branding goals (reach/awareness) with performance-oriented approaches (lead generation). For KLARA, the focus was on promoting business customer registrations in German-speaking Switzerland while achieving an optimized CPL (Cost per Lead).
Solutions
The campaign was deployed across three channels:
- Programmatic Video: Primarily aimed at increasing awareness (high impressions, low click-through rate).
- Demand Gen Approach: Strongly focused on direct lead generation (highest CTR and absolute lead numbers).
- Meta (Facebook/Instagram): Served as an additional supporting channel for the conversion phase.
The demand generation campaign aimed to target the audience during specific phases of the customer journey. The use of affinity criteria (Affinity Business) and interest-based targeting (Interest B2B) focused on reaching relevant business customers. Retargeting strategies were implemented to efficiently convert previously interested individuals.
results
The demand gen strategy demonstrated solid lead generation, efficiently targeted business audiences, and enabled clear segmentation by funnel stages (Reach, Affinity Business, Retargeting, Interest B2B).
IMPRESSIONS
(250 were generated through demand gen) IN A TIME SPAN OF JUST MONTHS
