PERFORMANCE MARKETING PARTNER FOR SHORTY AWARDS WITH 450% ROAS
The Challenge
Need for a new audience: The awards already has strong awareness within the Enterprise segment. The goal was to expand the participant base by attracting new brands from the low-to-mid Enterprise segment.
Complex entry process for first-time participants: Submitting an entry requires more than just payment — applicants must complete a detailed, industry-standard submission, which creates friction for new users.
The Approach
- We launched a Performance Max campaign based on search signals from less-qualified, exploratory queries, focusing on users who were either discovering the category for the first time or searching generically rather than for a specific awards brand.
- We deliberately excluded brand search signals, filtering out users already familiar with Shorty and actively searching for it, in order to prioritize net-new audiences.
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Conversion to Lead
We generated hundreds of meeting requests with the sales team, as well as inbound inquiries from users seeking help completing their submissions.
Conversion to Payment
Over one-third of all inquiries converted directly into payments on the website, without involvement from the sales team.
ROAS from New Users
Investment in acquiring new audiences paid off. The campaign successfully expanded the awards’ audience and brought in new brands.