Pivot in the Pandemic

Client: Vonage

Vonage relaunched from B2C to B2B, engaging a new audience. However, demand was declining, and COVID hit. Through Performance Marketing channels like Paid Search, consumers are constantly signaling their intentions, which shifted dramatically in the pandemic. Performics sought to pivot Vonage’s OOH investment to digital Performance, aligned with evolving consumer intent, to not only drive Awareness, but also Purchase. We hypothesized that Brand plus Performance Marketing, personalized to audience mindset in different stages of the purchase journey, would boost Conversions. Therefore, we enacted an Intent-Based restructure of Vonage’s Paid Search campaigns, as well as built Multi-Touch Attribution to pivot spend and integrate Performance channels like Paid Search and Paid Social, with Branding channels like OLV, audio and programmatic display. Through the purchase funnel, Performics drove significant lifts in Conversion Rate, Aided Awareness and Consideration.