Red Cloud Financial Services was tasked with helping its client, a publicly-traded mining company, raise awareness about new patent-pending technology they had developed with a brand new audience.
The company had to find a way to drive results for this new product in order to transition into new territories and effectively run a campaign that would reach those new customers.
The ask posed two key challenges:
1. Reach a new audience
Rather than focus on their existing mining customers, the client’s new technology appealed to a broader segment interested in green innovation and social responsibility. These were uncharted waters for Red Cloud, and nothing like the previous campaigns it had run.
2. Provide a concrete ROI
The client was not accustomed to doing paid campaigns. The expectation for Red Cloud to spell out the ROI of an awareness-based campaign and produce results with an audience it had limited firsthand experience with was a daunting task.
Red Cloud turned to Audiense to help reach current customers while researching prospective new ones. Audiense’s Twitter marketing product specializes in delivering impactful Twitter campaigns using its powerful audience targeting tools.