Defendry

About Project

Despite Defendry’s innovative life-saving technology, the relative newness of their solution has made generating leads and sales difficult. As a result of this difficulty, Defendry brought on Duo to define their target market and drive adoption.

Client website
Category
Paid Channel Advertising
Client
Defendry
date
December 2018
5.37%
Conversion Rate
1,100%
Lead Increase
200K+
Video Views
our Approach

Work Process

5.37%
Conversion Rate
1,100%
Lead Increase
200K+
Video Views
01

The Challenge

Defendry’s AI-powered surveillance solution for businesses, schools, and houses of worship is emblematic of the future of security. This adaptive technology will eventually be found all across the world as we search for more effective ways to protect people from crime and gun-related violence. However, despite Defendry’s innovative life-saving technology, the relative newness of their solution has made generating leads and sales difficult. As a result of this difficulty, Defendry brought on Duo to define their target market and drive adoption.

02

Finding The Solution

Over the course of three months, we implemented the following strategy:

  • Tested several different ad messages to uncover top performing concepts
  • Utilized downloadable industry content in advertising campaigns to drive email submissions
  • Ran Google Display campaigns to increase brand awareness and create remarketing opportunities
  • Executed lead generation campaigns on Facebook and LinkedIn to targeted audiences who had indicated an interest in Defendry
  • Periodically refined marketing efforts based on campaign results to optimize ad spend and decrease cost per acquisition
03

Social Media Ads

LinkedIn Advertising | 1,100% Increase In Leads| 5.37% Conversion Rate

As a tool geared with unique and powerful targeting capabilities, LinkedIn proved to be an effective channel for generating interest and lead submissions. Utilizing statistic-centric ad messaging, we successfully engaged thousands of potential clients and ultimately produced over 90 leads at a 5.37% conversion rate over the course of the campaign.

Facebook Advertising | 500+ Leads Created | 3.43% Conversion Rate | 200K+ Video Views

In order to generate awareness and virality within a certain audience segment, we utilized a product video and downloadable security resource to gather emails and encourage social sharing. In total the campaigns generated 400+ email submissions, 197,000+ video views, and 117,800+ post engagement actions.

04

Google Ads

900,000 + Impressions | 6,000+ Website Sessions

With an eye toward brand awareness, we created several audiences to explore engaging our target market in different ways. After uncovering the most effective and engaged audiences, we refined marketing efforts and created a hyper-targeted remarketing list to increase brand touchpoints and lead submissions.


"Grant & Taylor are truly experts in their craft of putting compelling ads in front of the right people. They've helped us at Defendry to bring in leads consistently and continually refine our messaging to tell the right story. It's an honor to have them on our team."
Kyle malkin
DIrector of Marketing
Defendry
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