Regenerating a brand to drive business leads

The challenge

Develop a brand awareness and lead generation strategy to accelerate growth in Australia and New Zealand. Accelerate customer acquisition and revenue growth Following Docyard’s  successful IPO in February 2020.

The insight

We conducted a qualitative research project with prospects from across the legal, corporate and advisory industry sectors. The research highlighted the fragmented nature of the tech landscape and a generally conservative attitude towards digital transformation. These insights informed our strategy. We needed a bold and creative approach to cut through a sea of b2b tech sameness and an inspiring story that would resonate at an emotional level with our audience. The focus for key messaging shifted from functional to emotional benefits with emphasis on three pillars that were designed to capture attention and drive behaviour. The three pillars were informed by our original research, they were ambition, trust and working smarter. We focused our messaging and narrative and the success drivers for our audience and created value for audiences with high value editorial content and resources.

The strategy

We developed a new brand platform – Own The Deal – and led a design and website refresh that reflected our confident and competitive brand values. In partnership with Neo (digital media agency and part of WPP AUNZ), we launched a paid campaign that extended across search, Facebook, LinkedIn and programmatic video and display. We combined account based targeting with prospecting, content and lead generation strategies to drive interest and sign ups.

The impact

LinkedIn described the docyard’s campaign as one of the best that they had seen in the Australian market. The combination of clear audience insights, impactful creative and a smart media plan resulted in:
– More than 320 high quality leads
– 400% increase in demo volume – from 30 per month to 30 per week
– Massive increase in brand awareness that resulted in an uplift in cold call hit rate