Case Study / Life-cycle Campaign
|Client||Fraudscreen / www.fraudscreen.co.uk|
|Objective||Generate awareness and leads from a completely new audience|
Fraudscreen provides a data solution to consumer-facing businesses that allows them to assess an individual's payment intent. A person's intent to pay is often entirely un-linked to their ability to pay, and understanding this new dynamic is a powerful asset to many businesses. To date, the product has been most heavily used in the home-shopping industry, where 'buy-once-and-return' and similar low level first party frauds cost millions. Having undertaken a series of tests in debt collection and credit settings, Fraudscreen is now able to show that their unique approach gives real and actionable insight in this area.
The brief was to generate awareness amongst risk and collections professionals in the UK. With a specific focus on the financial services industry.
Although Fraudscreen does have its own expert in the area, the company itself is unknown in this market. So, to add credibility we joined forces with ScorePlus, a specialist training and scoring company that is reasonably well known in the industry.
From an initial brainstorm workshop, we hit on a campaign theme. We then worked together remotely, using the Clear Thought online workspace to prepare a three month integrated campaign:
- Three papers looking at the three key chronological stages of debt management
- Letters and emails to go to existing contacts
- A live one hour webinar
- A recording of the webinar cut into three webcasts posted on SlideShare
- Copy, imagery, etc. to populate campaign containers on the Fraudscreen website
- Campaign landing page on the Fraudscreen website
- Cut & paste copy for staff to use on networking sites, like LinkedIn
- Social media promotion
Having previous undertaken extensive web development, uploading the campaign to the Fraudscreen website, and capturing leads, was extremely simple and achieved within hours of content approval.
The campaign was hugely successful. Awareness, as measured by the number of individual companies that engaged with the campaign by downloading, registering or attending the event, was 20% above target. Leads, as qualified and in conversation with Fraudscreen, were 10% above target. Of these, 72% of the engagements (e.g. downloads and event registrations) were generated through social media activity. With sales cycles in this industry standing at 6+ months, conversion into sales is unlikely for at lest another four months.
Although the campaign is now over, the webinar was recorded and is now available as a download and recording in return for data capture via the Fraudscreen website. The papers also remain as downloads from the Fraudscreen papers library, and continue to generate leads. The content on the website is rich in keywords to assist with ongoing web traffic generation, and the majority of the individuals who registered have opted to receive Fraudscreen's quarterly eNewsletter - meaning that they are now engaged in an ongoing dialogue, which may convert into a leads in the future.
The marketing content for this lead generation campaign is available on the Fraudscreen website. You can also see a recording of the webinar, now being used as webcasts hosted on SlideShare.