How PwC Switzerland used industry-focused targeting to boost engagement

Challenge

Position PwC Switzerland as a customer transformation partner.

Solution

Use industry-focused targeting to build brand awareness and create personalised customer touchpoints.

• Five target customer industries identified using account and persona analysis.
• Specific case studies and testimonials from previous PwC clients created to build credibility around its customer transformation offering.
• Other formats – including thought leadership articles and brand building ads – used to increase click through rates.
• Website updated to include industry specific landing pages to streamline user experience between platforms and boost engagement.

LinkedIn products used

• Messaging Ads
• Sponsored content (video and image based)
• Retargeting

Why LinkedIn?

• Audience segmentation enables PwC Switzerland to reach and engage the five target industries identified.
• LinkedIn’s suite of products, including messaging ads, adds an element of personalisation.
• Visibility and segmentation define which audiences interact with what content, allowing PwC Switzerland to adopt a test and learn approach to ensure messaging is relevant.

Results

Engaging with industry-specific content leads to greater brand awareness.

Between the first and second phases of the campaign, PwC Switzerland has experienced:

• +11% uplift in CTR
• CTR above the industry benchmark
• +135% in engagement rates
• +16% time spent on page on the PwC website
• -13% in bounce rate on the PwC website