Transforming Recruitment with Data-Driven Digital Ads

UBS came to us with a challenge: they wanted to build a strategic digital advertising campaign that would recruit top-tier financial advisors to their organization.

In 2023, UBS launched a pilot digital advertising campaign to attract financial advisors. The campaign utilized Meta, LinkedIn, and email prospecting through an industry newsletter. While the pilot produced valuable insights, it highlighted opportunities for refinement in media strategy, creative assets, and lead magnets.

Armed with data and learnings from the pilot, the team designed a more prescriptive and focused media plan for 2024:

First, we optimized which platforms we planned to play on based on our pilot results. We honed in on LinkedIn, leveraging its professional audience, while retaining the high-performing newsletter channel.

Then, we enhanced our creative. We developed a new lead magnet tailored specifically to financial advisors, addressing their career growth aspirations. We also introduced visually engaging video content to build trust and drive interest.

With the campaign pieces in place, we allocated spend based on historical data, emphasizing channels with the highest ROI to achieve more with less.

The revamped campaign achieved extraordinary results, surpassing the pilot campaign in every key metric:

Total Form Submissions: A 90% increase compared to Year 1
Budget Spent: A 56% decrease compared to Year 1
Cost per Lead (CPL): A 77% improvement from $1,304 in Year 1

This is the transformative impact of a data-informed, multi-channel approach. By leveraging LinkedIn's precision targeting and the power of a well-optimized newsletter channel, UBS delivered a campaign that exceeded expectations, achieving exceptional results at a fraction of the cost.