Helping Cisco utilise creative automation at scale to optimise media performance and secure sales leads
We worked with Cisco to drive awareness of and generate leads for their Hybrid Work Solutions through data driven marketing and ad automation, all while enhancing media performance and generating important audience insights.
Automated Creative were tasked with driving awareness of and generating leads for Cisco’s Hybrid Work Solutions, using Meta and LinkedIn dynamic ads that would help gather important insights into what messaging resonates the most with the brand’s target audience.
The goal was to scale multiple ad variants which could be tested to assess creative effectiveness. We sought to understand the pain points and/or opportunities that would catch the attention of business decision makers for the Hybrid Work Solutions offering.
The approach?
Using our optimisation technology and approach, we looked to create a pipeline of opportunities for Cisco, using sign-ups to their demo of the Hybrid Work Solutions.
We started by auditing all existing Cisco brand assets and media plans. We looked at where our automation would be able to deliver performance improvements and insights for the brand. We then identified hypotheses to test with multiple sprints of targeted ads, aligning the media objectives with creative testing. Our proprietary technology then allowed us to generate hundreds of alternative creative solutions, without the need for additional marketing spend (more video shoots, builds, etc.).
It all moved quickly and efficiently. We pushed the first lot of ads live on Meta and LinkedIn, allowing us to start generating insights and actionable findings. With key learnings from the first sprint of ads, we developed more ads in subsequent series to tailor Cisco’s approach on each platform and to optimise the content’s effectiveness. Through creative automation, we delivered ads at scale, continuing to test hypotheses and refine the themes and messaging.
“The Automated Creative team were great to work with, and not only delivered results, but...take their creative execution to the next level”
The result?
Through dynamic creative optimisation, AC were able to achieve top-of-funnel and bottom-of-funnel results from Meta and LinkedIn ads alike. Our ads got three times the benchmark Click-Through Rate on Meta TOFU, also giving the client a 66.32% reduction in Cost Per Click.
At BOFU level, Meta ads drove down cost per lead by nearly 40%, lowered CPC by 83.7%, nearly halved CPM, and nearly doubled the Click-Through Rate.
As for LinkedIn, we drove CPM to 3 times lower than the benchmark for top-of-funnel ads, reducing CPC by c. 62%.
Based on insights from this data driven advertising initiative, Cisco gathered information on the best kind of themes to drive engagement on Meta and LinkedIn, with differences that would allow them to personalise their approach by platform.
