Brand awareness in completely new countries and 105 demo requests over five months at only 1147 SEK per lead. With the help of a European campaign in several channels and steps, Blika managed to reach a very specific target group – tax managers at large European companies affected by the new EU directive DAC 6.
“Our target group, tax managers in Europe at companies with over 5,000 employees, is extremely narrow and niche. With that in mind, every single demo is worth gold to us, says Lennart Svantesson,” COO at Blika.
Updated August 2020.
The new EU rule DAC 6 deals with aggressive tax planning – and how companies with large corporate structures should report tax arrangements. DAC 6 must be reported for the first time on August 31, 2020, but is retroactive since June 25, 2018. The rules are completely new and the reporting is complicated, which makes some form of system support, which Blika delivers as a cloud service, necessary.
Strategy – valuable content in many channels
The campaign started by creating valuable content about DAC 6 for Blika’s website. The internal knowledge of Blika was utilized and shared through guides, articles and news to explain the new and complex topic to the target audience in a simple way. The goal was simply to make Blika an authority on DAC 6.
When it comes to digital campaigns, Greatness PR employs the classic sales funnel approach, from awareness to retention. The first part of the campaign was about creating awareness and trust in Blika as a credible supplier of process and product. This message was sent out as InMail on Linkedin, flow ads on Linkedin and email broadcasts. In addition, advertising was carried out with Google Ads.
The second step of the campaign had a clear CTA – to sign up for a demo of Blika’s DAC 6 module. Also in this step, InMail on Linkedin, flow ads on Linkedin and emails were used. The landing pages were continuously optimized throughout the campaign period.
Read: National media coverage when four IT companies became Nordlo
Result – from 0 to 105 leads
- Demo requests: 105 (20 leads per month)
Contact cost: 1147 SEK/lead.
Bonus: good SEO due to a good tree structure and relevant content. Before the campaign, no demo requests had come in via direct or organic searches – which shows that the branding part of the campaign has been crucial to the result.
