Situation

Avon wanted to engage a number of sales representatives to sell their products and cost effectively reach a B2C audience. The objective was to create a ‘always-on representative recruitment strategy’.

Paid Media

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Solution

Green Park Content implemented a native programmatic advertising strategy to focus only on our most premium infeed inventory and bid high to target the audience where they were more likely to convert. Ads were split between content-based stories and more direct sales. A variety of suppliers are employed and continue to be tested for their conversion performance. Our buying strategy was pure retargeting, aimed at winning bids in order to maximise our reach on a limited set of top-quality inventory.

Results

  • Reduced cost per lead goal by 40%
  • Reduced Cost per contract goal by 47%
  • Increased lead to contract conversion rate by 52% within first 3 months
  • Generating a consistent 173% increase in leads month on month
  • Over 2,250 new leads generated to date

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