Industry
Corporate Training & Culture Development
Services
LinkedIn Ads Management, Audience Targeting, Campaign Optimization, Retargeting Strategy, Cross-Platform Recommendations
Client
Happy Sandpit (www.happysandpit.com)
The Challenge
Happy Sandpit wanted to increase awareness and drive interest in their Field Trip and Culture Summit events. The goal was to reach decision-makers in HR, people management, and leadership roles, while also retargeting website visitors to boost conversions. However, the niche audience meant that retargeting pools remained too small to generate significant activity.
Our Strategy
1. LinkedIn Event Awareness Campaigns targeting highly specific professional segments:
Job Titles: Talent Manager, People Manager, HR Manager, Senior HR Manager, HR Director, Cultural Manager, etc.
Seniority Levels: Director, Senior, Manager, VP, Owner, Partner.
Company Size: 51–200, 201–500, 501–1000 employees.
2. Two Ad Variations:
Ad 1: Broad HR and leadership audience.
Ad 2: Narrowed focus on HR-specific functions.
3. Retargeting Display Ads on LinkedIn and Google for brand recall.
4. Budget Reallocation Recommendations to test Facebook and Google search awareness campaigns using unspent LinkedIn budget.
The Results
LinkedIn Ads
Delivered strong engagement from HR and leadership professionals. Ad 1 performed consistently well over time, while Ad 2 provided deeper insights into the HR segment.
Retargeting Campaign
Audience size was too small to deliver meaningful results, prompting a strategy shift to broader custom audiences.
Budget Efficiency
LinkedIn campaigns did not use the full allocated budget, allowing flexibility to explore other channels.
Key Insights
- Precise targeting on LinkedIn successfully reached the intended decision-makers.
Retargeting in niche B2B events requires larger top-of-funnel audiences for effectiveness.
Multi-platform campaigns (LinkedIn + Facebook + Google) are recommended for optimal event reach and registration.
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