Digital Campaign for Small Business
MBIE – Business.govt.nz
With 97% of businesses in New Zealand having less than 20 employees, MBIE launched Business.govt.nz in 2016 to make it easier for small business in New Zealand to understand and comply with government, and succeed.
Our first task was to get a digital campaign to market by mid-January 2016 (using existing brand assets), to capture those looking to start a new business or plan for the year ahead.
They were looking to maintain and build awareness of Business.govt.nz and in particular focus on the following objectives:
- Raise awareness of Business.govt.nz with those looking to enter business and those already operating small businesses.
- Drive traffic to Business.govt.nz as the go to and trusted resource for small business when they are seeking information.
- If someone was thinking about planning for the New Year they should come to their site and use their business planning resources and sign up to our newsletter.
Over the kiwi summer many people take time out to think, and plan, how they might want to start a new business or take their business to the next level.
We recommended a digital strategy to run over January and February 2016. We split our audiences into two groups:
- New Businesses – those thinking about starting a business or those who have just started a business
- Existing Businesses – those wanting to take their business to the next level.
The creative concept was “Launching into 2016”, promoting how Business.govt.nz can help with new business information and advice. Three different end frame messages were applied to the Rocket Launching Concept – two for existing businesses, and one for new businesses.
We also ran parallel creative driving sign-ups to the Business.govt.nz Newsletter, which is a key success metric for the client.
- This was a highly effective campaign, significantly surpassing any targets the client had set based on past digital campaign activity through their previous specialist digital agency
- The campaign achieved 4,097,130 impressions
- 86,654 clicks through to the website
- 69% of these people were new visitors to the website
- The click-through rate across the two flights was 2.12% – considerably higher than the NZ average of 0.04%!
- 86% of all the traffic going to the campaign landing page came via paid activity
- The average time on the campaign landing page for paid media traffic was 3.04 minutes vs 0.46 seconds for non-paid traffic.
If you have an idea to get your business started or get it to the next level, then give us a call and we can help you succeed. Get in touch.