NinjaCat, the AI-enabled data and analytics platform built for marketing, integrates multi-channel data into a unified view, transforming how agencies, media companies, and brands manage and analyze performance.
To generate brand awareness in a distinctive and engaging manner, NinjaCat launched “Big Data Day,” an original musical audio drama that creatively explores the complexities of marketing data management and analytics. The campaign reflects a strategic approach to connect with NinjaCat’s target accounts and personas by addressing their pain points in a fun and humorous manner.
However, the NinjaCat team needed a way to ensure that “Big Data Day” reached the right segment of their target audience. To tackle this, NinjaCat leveraged 6sense’s LinkedIn audience sync and LinkedIn’s job title targeting to reach the right audience efficiently, achieving a handful of impressive results like reducing the cost per click by nearly half.
The Challenge
Marketing data management is complex, often perceived as dry and technical by the very audience it affects most—marketers, data analysts, and client success leaders. NinjaCat developed “Big Data Day” to reach this audience in a fun, fresh way that would resonate deeply and build a foundation of brand trust, while subtly reinforcing NinjaCat’s data product offerings and AI-powered innovations.
Furthermore, NinjaCat sought to optimize engagement metrics and improve cost efficiency across paid campaigns. Previous video ad campaigns had revealed a need to capture target accounts earlier in the awareness journey by focusing on their pain points rather than product features. This led to building a strategy to target high-potential accounts effectively and at scale without increasing spend.
However, “Big Data Day” needed to reach the right segment of NinjaCat’s target audience to ensure a positive ROI.
The Solution
NinjaCat’s innovative approach to solving their brand awareness challenge involved a strategic use of 6sense integrated within the LinkedIn platform. This solution was meticulously crafted to target their audience more effectively, leading to significantly improved campaign performance metrics.
Targeting with Precision
NinjaCat effectively leveraged LinkedIn’s native job title targeting to pinpoint individuals aligned with their buyer personas. This approach ensured that the campaign reached a highly relevant audience, maximizing the likelihood of engagement and interaction with the content.
By focusing on specific job titles, NinjaCat was able to connect with key decision-makers and influencers in their target market, enhancing the overall impact of their marketing efforts.
Strategic ABM Segmentation
NinjaCat implemented strategic audience segmentation for their ABM efforts, which they developed with 6sense previously. They focused on the ‘Awareness’ segment. This segment targeted accounts without open opportunities that had shown interest through keyword research but hadn’t visited the NinjaCat website in the past 90 days, making them ideal for initial brand interactions.
NinjaCat harnessed the power of 6sense to synchronize their account segments with LinkedIn, seamlessly integrating their strategy with LinkedIn’s advertising capabilities.
This segmentation enhanced the precision and relevance of their campaigns, ensuring that marketing efforts were directed toward the most suitable audience segments.
The Results
NinjaCat’s implementation of 6sense’s LinkedIn audience sync for their “Big Data Day” campaign yielded remarkable results, significantly enhancing their marketing efficiency and reach.
“6sense has transformed our approach to targeting by giving us the tools to engage high-value accounts with precision. For ‘Big Data Day’, it meant we could focus on building a meaningful connection with our audience, all while improving cost efficiency and campaign performance.”
Jessica Graeser
VP of Marketing, NinjaCat
1. Increased Awareness
The campaign effectively engaged 397 high-value accounts, a 422% increase over prior LinkedIn campaigns, demonstrating a substantial improvement in audience reach. The video ads captured a high view rate of over 50%, a significant boost compared to previous NinjaCat campaigns, and drove two times more website traffic than NinjaCat’s average LinkedIn ads targeting the same personas.
2. Cost Reduction
Using 6sense’s LinkedIn audience sync to target their Awareness segment, NinjaCat effectively reached the appropriate target accounts at optimal moments. The campaign achieved an impressive cost per view (CPV) of $0.24, 68% lower than the average $0.76 CPV. Cost per click (CPC) dropped 48% compared to previous campaigns. This optimized spend allowed NinjaCat to engage a larger audience and enhance ad performance without increasing costs.
3. Engagement Improvement
NinjaCat’s strategic use of 6sense’s advanced targeting capabilities led to significant enhancements in engagement metrics. Notably, the campaign achieved a video view rate that exceeded previous benchmarks, indicating a strong resonance with the target audience. Additionally, the initiative substantially increased website traffic, demonstrating heightened interest and interaction with NinjaCat’s brand and offerings.
NinjaCat’s Big Data Day campaign showcases how combining creative content with precise targeting can yield impressive B2B marketing results. Using 6sense’s LinkedIn audience sync, NinjaCat effectively reached high-value accounts, achieving strong engagement rates and substantial cost savings. This campaign underscores the impact of aligning content with audience pain points, demonstrating the power of 6sense’s advanced targeting in fostering meaningful connections.
