Cambridge Econometrics

Mobas developed a paid campaign strategy for LinkedIn that would focus on targeting three key audiences:

• Environmental NGOs 
• Social justice NGOs 
• Local authorities 

Carousel ads and video content targeting key audiences with specific messaging were created. Content was tailored to drive thought-provoking discussion supported by a strong CTA encouraging viewers to follow the Cambridge Econometrics profile page. Paid activity was supported by organic posts on the channel. 

Success of the campaign would be measured by new LinkedIn followers while showing a clear ROAS (return on ad spend). A secondary focus was to drive brand awareness and consideration, particularly among the NGO/NFP network and private sector. 

 The campaign saw key performance metrics exceed industry averages with an average CPC of £1.32 (industry average = £5.17) and an average CTR of 1.41% (industry average = 0.55%). 

With a 68% increase in followers against the previous campaign period, the campaign brought a significant new audience to the Cambridge Econometrics channel. 
Both the video content and the static carousel cards created engagement showing that the brand creative and messaging resonated and stood out against other noise on the platform.

Web analytics showed an increase in visitors and traffic from selected countries. 

The campaign results have set a benchmark for further campaigns in 2023.