Imago, a design agency for electronic products, had a clear goal: to attract relevant people to their stand at the COMPAMED trade fair via a LinkedIn campaign. Spoiler: The hoped-for rush to the trade fair stand failed to materialize. But the campaign was still a complete success – just not as planned.
We navigated the campaign through difficult targeting. Although it did not deliver the hoped-for rush to the trade fair stand, it did boost organic visibility. The result: more followers, brand awareness and engagement rates that were well above the industry average. A performance test that ultimately became a valuable basis for strategy.
Client
Industry
Service
Time Frame
Team
Tools
Collab
Engagement rate
(benchmark exceeded)
Click-through rate
(above average for LinkedIn LeadGen Ads)
persons reached
(Brand Awareness)
Imago wanted to bring decision-makers from the medical technology sector to their stand at COMPAMED at short notice. The challenge lay in the combination of the niche (UX for medical displays) and the location-specific nature of the trade fair. Our job was to make the best possible use of the budget in this setup and, above all, to find out: Is it even possible to activate this specific target group on LinkedIn so precisely and at such short notice?
Scroll stoppers in the feed: Target group-specific B2B ads for a successful LinkedIn campaign.
As the visuals came from the client, we concentrated on the craft behind them: We got to the heart of the texts, formulated clear call-to-actions and provided advice on the choice of format. During the campaign, we relied on agile control. We tested video, carousel and single image against each other. We kept an eye on budgets on a daily basis and invested in formats that generated the most response. At the same time, we monitored lead quality. This allowed us to intervene in an advisory capacity when it became clear that there was increasing wastage.
Full attention for the trade fair stand: customer videos that we used for the LinkedIn Ads.
Organic growth beats budget: Reactions from the target group increase visibly over three months.
The steadily rising curve shows the continuous growth in followers over three months.
"At jut-so, honest marketing means drawing the right conclusions when a hypothesis doesn't work out as planned. The organic push from our campaign was the best proof that we were visible in exactly the right place. Even if the trade fair stand was not affected."—Denise, Head of Marketing at jut-so
The most important finding of the campaign: LinkedIn is definitely the right channel for Imago. However, the call-to-action “Visit our trade fair stand” was not a profitable lever: direct appointment bookings fell short of expectations.
The actual result was elsewhere. Thanks to good targeting, we had above-average click rates and interactions. The “halo effect” was particularly strong: the paid ads acted as a catalyst for organic visibility.
Users saw the ads, clicked on the profile with a time delay, interacted with posts and followed the page. Imago may not have had a full trade fair schedule, but it did have a significantly larger community and exciting insights for future campaigns without event pressure.
