Always-On LinkedIn Campaign Generates 2.4k Net New Contacts
In the months between shows, a major global industry conference needed to keep growing its audience beyond the contacts it already had — mdg built an always-on LinkedIn program to reach new prospects and turn them into a pipeline for future campaigns.
Case Study
- 2,396 net new contacts acquired through a continuous always-on LinkedIn program — all new to the brand’s universe
- CPA as low as $16 in top-performing segments, with a 0.47% average CTR across more than 3.6M impressions
- Pipeline built to support future email, retargeting and registration campaigns across multiple markets
Challenge
A major global industry conference needed to maintain brand presence and grow its addressable audience in the months between events — not just activate at show time. Most reachable users were already in the existing ecosystem, and relying on retargeting known contacts would do little to expand reach. The goal was to build a continuous pipeline of genuinely new contacts to support membership recruitment, community engagement and future event conversion campaigns.
Approach
mdg designed and executed an always-on LinkedIn Sponsored Content program with net new audience acquisition as the primary objective. To ensure every lead captured represented a genuine addition to the brand’s universe, all known contacts were excluded from targeting — including existing followers, engaged users and any available data lists. Parallel traffic campaigns maintained consistent brand visibility and engagement throughout.
Results
The always-on LinkedIn program expanded the brand’s addressable audience well beyond its existing ecosystem. Continuous acquisition activity generated 2,396 net new contacts, achieving a 0.47% average CTR across more than 3.6 million impressions and a CPA as low as $16 in top-performing segments. The result is a real pipeline of net new leads ready to fuel future email, retargeting and registration campaigns across multiple markets.
Frequently asked questions
Always-on audience acquisition is a continuous marketing strategy designed to bring new prospects into a brand’s ecosystem between major campaign periods. Unlike short-term campaigns tied to an event or deadline, it maintains a consistent pipeline of new contacts that can be nurtured and converted over time.
Between-event audience acquisition gives marketers a larger pool of prospects to engage when registration campaigns begin. It also reduces reliance on repeatedly marketing to the same known contacts and helps maintain brand visibility throughout the year.
LinkedIn can support event audience acquisition through targeted Sponsored Content and lead generation campaigns designed around relevant professional audiences. Exclusion strategies (like how mdg excluded existing followers, engaged users and anyone already included in available data lists when looking to expand reach for one of its clients) can further focus investment on new prospects rather than existing contacts.
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