BACKGROUND
Callfactory is a Hungarian call centre service provider established in 2009 that supports sales, backoffice and customer service mainly in the insurance sector.
The company approached ContentPlus with the challenge of reaching and engaging with the sales and customer service directors of large enterprises, who had limited digital footprints and were difficult to reach.
Furthermore, Callfactory’s brand awareness was low, which made the sales process even more challenging. The objective was to increase brand awareness and acquire ten new enterprise clients.
APPROACH
To address this challenge, ContentPlus created a campaign that targeted both sales and customer service directors.
ContentPlus identified that both the customer and sales directors were extroverted individuals who liked to be on stage. It was also discovered that the COVID-19 pandemic had dramatically impacted the sector.
With these insights, ContentPlus developed a two-phase campaign that aimed to provide visibility to the targeted personas while getting to know Callfactory and its founder.
In phase one, Callfactory gathered leads through blog posts,SEO, LinkedIn, and eBooks, while supporting a pandemic charity. In phase two, they interviewed 11 sales directors on Jazzy radio, shared the interviews on their blog, and negotiated with three companies.
Results
The 5-month campaign achieved excellent results. The unprompted brand awareness increased by 3874% during the campaign compared to the same period before the campaign and remained +1498% higher vs. the before campaign level even 5 months after the campaign.
Website visits more than doubled during the campaign and remained 19% higher vs. the before campaign level even 5 months after the campaign.
ContentPlus generated 165 leads, which is not comparable to previous lead acquisition activities as none were in place before. The advocacy campaign earned Callfactory €2550 media value, so 13% of the total marketing budget was earned back by Callfactory thanks to this activity. Before the campaign, Callfactory’s website reached organic search impressions for 19 keywords, while during the campaign, it increased to 205.
