In order to generate highly qualified pregnancy discrimination leads and establish baseline campaign metrics, we implemented the following strategy over a brief test period:
"Duo Strategy helped us jumpstart both our digital and print marketing, while refining who we were as a brand. Taylor and Grant are flexible, efficient, and always looking for ways to help."
Julian King | Partner, King & Siegel LLP
In order to test our hypothesis that lead quality increases as the number of actions needed to submit a lead form increases, we developed a conversion-oriented landing page to test against leads generated directly on Facebook/Instagram. Designed to optimize the customer journey from advertisement to lead submission, while reinforcing King & Siegel’s brand identity, early data trends suggest landing page leads to be more responsive and likely to engage than leads generated directly on Facebook/Instagram — and thus can be deemed “more qualified”.
As the largest social media platform in the world with robust and unique targeting capabilities, Facebook proved to be an extremely effective platform for engaging women who have experienced some form of pregnancy discrimination. Equipped with a multitude of ad messages and creative images, the campaign successfully generated over 100 qualified leads, while laying the framework for an optimized campaign designed to minimize cost per lead.