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Nearly 50% of MUFG Bank’s annual media budget was spent on contracts with an account-based marketing demand-side platform. To improve effectiveness and efficiency, MUFG needed to move on from traditional methods. Barefoot challenged MUFG to include social platform LinkedIn to target key prospects while they’re in a business mindset. This resulted in a 579% increase in click-through rate at a 38% lower cost-per-click. The new approach also outperformed past LinkedIn campaigns with a 28% higher click-through rate. By reassessing the tools we have, we can deliver more meaningful moments — and push the industry to think outside the box.
MUFG Bank caters to large companies with revenues exceeding $1 billion. To reach key prospects, MUFG worked with an account-based marketing demand-side platform. However, these traditional display contracts cost nearly 50% of MUFG’s annual media budget. And with a pending contract renewal, MUFG was looking for a more efficient, more personalized way to reach potential customers.
Barefoot shifted MUFG’s focus away from general account-based marketing to LinkedIn. While MUFG had used LinkedIn ads in the past, Barefoot challenged MUFG to “think like a consumer” and rebuild their LinkedIn strategy. Rather than targeting by revenue or job title like previous efforts, Barefoot used a key prospects list. That way, MUFG could reach the right person at the right time — including decision-makers across their targeted organizations. Barefoot also took a more agile, hands-on approach by continually reviewing and optimizing budget toward best-performing audiences, companies, industries and geographic areas to increase click volume and click-through rate throughout the campaign.
