Brand Brew partnered with Hard Rock Cafe, a globally renowned dining and entertainment brand with over 180 locations worldwide. The client was an established brand with a massive global following, but sought to strengthen its franchise presence across the Asia Pacific (APAC) region.
The core objective was highly specific and high value lead generation to acquire qualified investors in the Asia Pacific region for franchise development. Our media campaigns were utilized to generate investor outreach beyond their existing marketing efforts.
The Strategic Paid Media Considerations for B2B
B2B campaigns often require significant care in strategies due to the often niche nature of the intended audiences, a distinct strategy compared to B2C campaigns.
It boils down to one thing: “how do I reach the right people and motivate the right actions?”
Our performance marketing approach focused on two key pillars:
- Channel Selection: B2B investor acquisition requires platforms capable of segmenting highly qualified professional investors with intent and financial capability for franchising. The decision to deploy specific channels was based on their ability to utilize targeting layers optimized exclusively for high-net-worth business professionals, thus shifting the strategic focus entirely to lead quality over volume. This ensured the paid media budget was meticulously invested in the narrow audience that genuinely mattered.
- Effective Communication: We implemented campaign localization efforts for each target market. This ensures the messaging was culturally relevant, and most importantly, spoke directly to the investor-intent of each region. Localization is crucial to improve campaign-intent match, which drives efficiency and better lead generation quality.
Measurement of Success
The strategic B2B approach, designed specifically for high-value investor acquisition across the APAC region, delivered significant results.
By precisely targeting high-intent investors across diverse regional markets, our performance marketing strategy resulted in overachieving the lead goal by 179%. This success highlights the effectiveness of applying rigorous B2B segmentation and localization within a structured paid media framework to drive specialized, high-stakes lead generation.
