2023-11-14
Becoming the largest coworking network in Quebec through a digital prospecting strategy
Growing from 2 to 12 coworking spaces in less than 3 years.
I would like to highlight mint.'s contribution to our rapid growth. Their creativity and commitment have truly taken our advertising strategy to the next level. Each campaign was executed with remarkable expertise, generating results beyond our expectations. Their ability to fully understand our market and needs has allowed us to develop a great collaboration that has led to excellent results. We are grateful for this partnership!
Objectives
- Increase awareness of Hedhofis in various markets to support the opening of new spaces.
- Increase the number of qualified leads for collaborative space rentals.
Challenges
- Restricted ad category on Meta Ads (Real Estate).
- Presence of international players with significant advertising budgets, as well as several regional competitors.
- Space category requiring customer education compared to traditional office rentals.
- Sharp increase in remote work during and following the pandemic.
Strategies employed by Mint
Educational Marketing
Use of informative videos to educate the target audience and fuel remarketing lists.
Conversion Funnel
Deploying a conversion funnel strategy for contextual ad content.
Automation
Implementation of an automation strategy via LinkedIn and email to reach prospects.
How did we reach our goal?
The Power of Informative Videos
The strategy implemented capitalizes on the innovative concept of coworking spaces in Quebec, the benefits of which remain largely unknown to the target audience. Through informative videos paired with text overlays, we highlighted the advantages of these spaces to address the need for raising awareness and educating our audience on the solution offered by Hedhofis.
Our performance content creation team was also tasked with diversifying the types of content produced and ensuring a rotation of creative assets every month. Check out our portfolio to learn more about our thumb-stopping ads!
Result:
- Average thumbstop ratio of 17% for videos (from July 2022 to July 2023).
Personalization & Adaptation - Optimized Targeting and Placements
We adapted our advertising campaigns by personalizing messaging based on the unique characteristics of each coworking space. This personalization, based on an analysis of amenities, customer profiles, and Hedhofis' specific concerns, allowed us to establish a deeper connection with their audience and respond precisely to their needs. Furthermore, we utilized a conversion funnel strategy for contextual ad content, targeting the specific challenges and concerns of potential clients, and refined our messaging according to regional specificities, current trends, and particular situations to maximize the impact of our campaigns.
Result:
- The advertisement dedicated to the opening of the Lévis branch recorded a click-through rate (CTR) 42% higher than more general advertisements.
LinkedIn and Email Automation Strategy — Optimal Targeting
We implemented an automation strategy combining LinkedIn and email marketing to reach target companies with greater precision. We automated personalized sequences to announce the opening of new coworking spaces and generate leads for the sales team. Companies were targeted based on various criteria such as headcount, industry, growth, etc. We also targeted companies that had opted for a competitor's solution.
Result:
- Despite the challenges inherent in a cold prospecting approach, we achieved open rates of 80% and response rates exceeding 25%.
Our results
average CPL
from July 2022 to July 2023
reduction in cost per lead YoY
from July 2022 to July 2023 (vs. the previous year)
email response rate
in 1 mois (July 2023)
Your results, an email away from taking flight.
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