Op Central — Windsorborn

Op Central

Centralise your standard operating policies and procedures.

Brief
Op Central helps multisite and franchise groups to manage online learning, standard operating procedures, risk management and business systems and software in 1 centralised place. Helping thousands of businesses to achieve operational excellence by working smarter, not harder.

Although Op Central has an excellent digital product set and is loved by its customers, it’s not a well known brand so our brief had 2 clear objectives. 

  • Create awareness of Op Central’s Standard Operating Procedure (SOP) Software amongst their target audience
  • Drive leads via a product demo.

 

Solution
The target audience for Op Central is very niche so LinkedIn was chosen as the best social platform for the job, due to us being able to pin-point our audience – HR managers, people and culture managers, compliance managers and CEO’s of franchise groups with 100 -10,000 employees.

We split the campaign into 3 classic funnel phases, awareness, consideration and conversion and carried out multiple creative tests within each phase, and then optimised as we progressed. We pulled people down the funnel using our tried and tested, advanced retargeting strategies. The campaign is in its final stages and performing well above target.

Performance
Creative Development
Paid Social (LinkedIn)

Results

Month 1 (awareness)

  • 250k impressions and a video view rate of over 67%, 
  • 173 clicks, of which 84 went on to visit key landing pages.
  • 9 genuine leads

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