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Highgrove Consulting Books Investor Appointments Through Native Advertising
A content-led native campaign on premium publishers that turned 60% of enquiries into appointments.
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Home / Case studies / Investment
A content-led native campaign on premium publishers that turned 60% of enquiries into appointments.
Highgrove Consulting was promoting a UK brownfield investment project to expatriate investors living in South East Asia.
The client had tried numerous advertising channels before, only ever receiving low quality leads.
Investment products demand trust, and a banner or a search ad rarely carries enough substance to earn it.
The audience was also niche: financially comfortable expats, reading in specific places online, not searching for the opportunity directly.
We developed a content article discussing the investment opportunity and highlighting the potential returns, giving prospects something substantial to read before committing to anything.
We used the content marketing platform Outbrain to place the article across premium publishers we knew the target audience visited, the approach we describe on our native advertising page.
The numbers
The average cost per enquiry was around $75, and the quality transformed: 60% of leads resulted in appointments.
For a high-value investment product, a pipeline of booked appointments from a single content campaign made native the clear winner among every channel tested.
Selling something considered? Content-led native advertising earns the trust a banner can't.
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