10/24/24
OBI Creative Wins Best Lead Generation Campaign of 2024
At OBI Creative, we pride ourselves on crafting and implementing innovative marketing strategies that empower our clients. Today, we are excited to announce that our recent lead generation campaign for Opportunity Scholarships of Nebraska (OSN) has been awarded Chief Marketer’s prestigious Best Lead Generation Campaign of 2024 in the Strategy and Engagement category!
Celebrating Excellence in Marketing
The 2024 Campaigns of the Year Awards recognize the most outstanding work across the marketing landscape, celebrating excellence in every aspect of the marketing mix. We were up against the biggest brands in the world; this year’s winners, including giants like National Geographic, Amazon Prime, Verizon, HBO Max and American Express, have truly set the standard for marketing brilliance.
“Marketers today are charged with doing far more with less — a reality that makes the achievements of this year’s winners and honorable mentions all the more impressive. From stellar experiential activations to top-notch content marketing to industry-specific expertise, these campaigns showcase the best of the best in the industry.” — Kaylee Hultgren, Content Director for Chief Marketer
Understanding the Challenge
OSN needed to gather enough signatures to demonstrate support for education scholarships in Nebraska, but as a small nonprofit they needed help raising awareness and engagement among eligible families. With a tight timeline and no existing brand presence, they needed a comprehensive plan to effectively connect with their target audience.
Our Strategic Approach
In just two weeks, we developed a multi-channel integrated marketing and lead generation strategy that transformed OSN’s recognition from 0 to 100. Our goal was ambitious: to generate thousands of leads within a month.
To generate leads, brand awareness is critical, so we had to move prospects through the funnel — quickly. To achieve this, we crafted ad creative that drove both messaging and results through compelling storytelling. We employed advanced attribution techniques to directly tie our connected TV (CTV) ads to leads, identifying CTV as our top lead source for moving prospects through the full funnel from awareness to conversion.
Additionally, we found the best ways to use Meta’s lead generation ad units, which provided a remarkable 300% increase in leads compared to other Meta ad formats.
Outstanding Lead Generation Results
We surpassed our expectations, generating almost double our projected leads in just 40 days.
Our video completion rate averaged 98.62% on the paid line item, exceeding Disney’s benchmark of 96% and the industry standard of 82%.
This achievement showcases not only our effective strategy, but the power of collaboration, the difference with effective strategy and the invaluable partnership between OBI Creative and OSN.
“I’m proud of the OBI Creative team for delivering outstanding results in our partnership with Opportunity Scholarships of Nebraska. Winning this award is an honor and reflects how strategic planning impacts results — surpassing the lead target by almost double demonstrates what’s possible with a well-executed, data-driven campaign.” — Justin Eveloff, VP of Performance Marketing for OBI Creative
Looking Ahead
This recognition from Chief Marketer serves as a testament to our commitment to innovation and excellence in marketing. As we celebrate this achievement, we remain dedicated to pushing the boundaries of what’s possible. From streaming TV to lead generation, we specialize in finding the best ways to deliver outstanding results for our clients.
We extend our heartfelt gratitude to OSN for their partnership and to the incredible team whose creativity and dedication made this campaign a success.
Interested in discovering more about how OBI Creative can elevate your brand? Let’s connect and explore how we can develop impactful strategies that drive real results.
See the full list of 2024 Campaigns of the Year Awards winners here.
