Average CTR in Q4
Outperformance of Cost Per Visit target
About the client
Workhuman is a global provider of B2B communications solutions designed to help motivate employees to recognize, develop, and celebrate each other. Co-headquartered in Framingham, Massachusetts and Dublin, Workhuman inspires approximately 7 million humans across 180 countries to perform the best work of their lives and is trusted by some of the world's top brands.
For this campaign, RTB House was approached by Workhuman’s marketing agency, Havas Edge, the largest vertically integrated full-service performance marketing agency in the world.
What they say about us
Leveraging RTB House’s capabilities helped drive performance across our awareness campaign, resulting in an efficient Cost Per Visit which was below goal across online video and display media. They’ve been a great partner, providing regular insights and ideas to improve campaign performance.”
During the pandemic, demand for B2B productivity solutions and competition within the industry skyrocketed. Workhuman was faced with the challenging task of reaching key executive decision-makers at leading companies throughout the US. The campaign goal was focused on driving user engagement in the United States and increasing the number of qualified leads to their website.
When Workhuman approached RTB House, the company was working with a few additional vendors and had developed creative assets in-house. With a focused budget and three-month engagement to show results, Workhuman aimed for a cost per site visit of 10 USD.
The RTB House team built out a custom tagging solution for providing clear feedback throughout the campaign, enabling the Workhuman team to leverage Deep Learning powered insights to help the company improve the effectiveness of their creatives based on audience and tactics. Throughout the campaign, RTB House helped Workhuman strategically expand its publication targets in order to better reach C-suite decision-makers, which later expanded in Q1 to include human resources and finance departments.
The three-month campaign saw quick early wins and success, outperforming Workhuman’s existing ad solutions and elevating RTB House to become the top-performing programmatic display / OLV partner in the fourth quarter. After seeing the results from the first month alone, Workhuman chose to double their campaign spend for the last month of the campaign and widen its advertising targets.
After showcasing consistent, month over month performance, RTB House was recognized as a top-performing partner. The campaign results also showed increased engagement across the refined target audience while exceeding Workhuman’s projected targets by 25% and achieving an impressive 7.46 USD per landing visit.
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