Social Media Campaign Examples

11 days ago, I took over as interim CMO at Directive. Since then, form fills are DOWN 10%, but Strategy Calls held are UP 127%. And… we’re already out of sales capacity. Here are the 3 changes I made to our ad campaigns: 1. Asked the TWO Most Important Marketing Questions What I’ve learned from managing 100+ marketers is that media buyers can lose track of 2 core drivers of B2B SaaS performance: A. What % of our budget is going to what size companies? I found 81% of budget was going to orgs with <250 employees. I then analyzed our intro calls and found that SaaS companies with fewer than 200 employees did not have enough ad spend to hit our monthly minimums for our retainer. B. What % of budget is going to what titles? When you run a campaign it’s best to separate managers from Directors and up. This allows you to have large audiences + test buying authority in the vertical you target. It also lets you pause manager campaigns for enterprise, but keep live for mid-market, for example. 2. Reset the Employee Size of Tiers in our TAM I use employee size targeting instead of revenue when advertising. Revenue is a guess in data platforms because revenue is not reported by private companies. We have three core segments at Directive: - Startup: 51-199 - Mid-Market: 200-999 - Enterprise: 1000+ A few months ago we opened up our startups segment to 50 employees instead of 100. And, unfortunately, companies with under 100 employees were gobbling up ad spend due to their volume. The solution? Pause ads in the Startup sector, reset tiers so that startups was 100-199 (instead of 50-199), and reallocated budget into the Mid-Market and Enterprise segment. 3. Inspect, Inspect, Inspect I held a 1.5 hr marketing all hands where we reviewed every single active ad + copy we were running. Here were the takeaways we wrote up: Ad's moving forward need to have all the following included: - Hook - Directive (not Directive Consulting) - Exclusively for SaaS (not B2B SaaS) - Be clear about 2 things “Marketing Agency, Biggest in the space” - Using active and direct language, no more passive sentences Areas of improvement: - Test different subject lines - Capitalize and trademark Customer Generation™️ - Use customer logos and names in ad copy and imagery - Adjust the Ad copy to speak TO Enterprise, NOT startups - Run drastic Macro tests, not micro test (AZ tests not AB test) - Refresh convo ad copy + Sponsored Content on a monthly basis - Include numbers from benchmarks, NSMs goals achieved, etc in copywriting TAKEAWAYS: If you don’t add a layer of firmographics to your media buying you could be spending your budget on prospects who can’t actually buy from you. If you don’t tier out your TAM your budget can not be optimized for impact. Marketing is art, not science. Make sure you are in love with what your brand is communicating. Take a breath, follow this process for yourself, and reap the rewards of a sales team with a fully booked out calendar.

Paid ₹2.4L influencer campaign but generated just 11 sales. Two years ago, we ran an influencer campaign for a D2C nutrition brand. The founder wanted to scale quickly. So the team partnered with a fitness influencer with 520K followers on Instagram. Campaign cost: ₹2.4 lakh Reach: 310,000+ people Comments: 1,100+ Likes: 32,000 These numbers looked appealing. But when we checked Shopify, we were shocked. The campaign generated just 11 orders, and the revenue was only ₹14,300. Here's what went wrong: 1. Wrong audience intent Followers loved fitness motivation content. But the product was a ₹2,999 premium recovery supplement. Most of the audience wasn't ready to buy. 2. Engagement was misleading Comments were about the influencer's workout and transformation. Not about the product. People engaged with the creator, not the offer. But, after that campaign we changed our influencer vetting process This is our selection framework. Now we analyze three things before spending a penny: 1. Audience intent Are followers actively buying products in this category? Not just interested in the topic. Actually buying. 2. Historical conversion signals We check past brand collaborations. Did their previous campaigns generate sales or just engagement? 3. Small test campaigns first Before committing big budgets, we run: • 1 reel + 2 stories • ₹25K test collaborations • Track CTR, landing page visits and conversions If the numbers work, we scale. If not, we move on. So instead of one ₹2L gamble, we now run multiple ₹20K-₹30K micro campaigns. Smaller creators. Better audience fit. Higher purchase intent. Because in influencer marketing, virality builds buzz. But audience intent builds businesses.

Picking the wrong influencer? That's how campaigns crash.   In gaming and tech, creators are more than content machines, they're trusted voices and community leaders with highly engaged followers. But only if they're the right fit for your brand.   This week's newsletter breaks down exactly how to vet influencers like a pro, even if you're new to the space. Inside, I cover: - The five-step framework to find creators who deliver results - Why follower count means nothing without genuine engagement - What to check before hitting "collab" (content style, partnership history, audience demographics, and more) - Tools to speed up the process and avoid rookie mistakes - Case studies from Marvel Rivals, MrBeast, and LG UltraGear to show it all in action If you're serious about building campaigns that connect, convert, and drive long-term growth, this one's for you.   Start small. Scale smart. And never settle for second-best creators.   Are you still testing one-offs, or are you building long-term, strategic partnerships? Let's discuss in the comments.

This week, I reviewed a very old campaign report where the numbers just didn’t add up. Despite working with “top-tier” influencers, the engagement was lackluster, and the ROI? Let’s just say it wasn’t worth celebrating. It got me thinking: Are we looking for impact in all the wrong places? Here are 3 ways I wouldn’t recommend to find authentic influencers: 1️⃣ Judging by follower count Bigger isn’t always better. Some influencers with massive followings buy fake followers to inflate their reach. The result? Poor engagement and no real audience connection. 2️⃣ Ignoring audience relevance Partnering with an influencer just because they’re popular doesn’t mean they’ll resonate with your target audience. Relevance trumps reach every time. 3️⃣ Skipping the research Trusting vanity metrics like likes and comments without digging deeper into audience demographics or past campaign results often leads to wasted budgets. Here’s how I’d do it instead: 🥉 Prioritize engagement rates Focus on influencers with an engagement rate of 4% or higher. Tools like Qoruz or HypeAuditor make it easy to vet genuine influencers. ↗️ Look for niche authority Partner with influencers who specialize in your industry. For instance, beauty brands in India thrive with creators like Sungjemlila Longkumer, whose audience deeply trusts her recommendations 🪧 Collaborate Long-Term Build relationships with influencers for ongoing campaigns. Long-term partnerships show audiences that the influencer genuinely believes in your brand. Remember: Numbers may lie, but trust doesn’t. Authentic influencers with real impact focus on building relationships, not just counting followers. What’s been your biggest challenge in finding genuine influencers? Share your thoughts below—I’d love to help! ----------------------------------------------------------------------------- Hi, I'm Aanushree I craft influencer marketing campaigns that resonate, engage, and deliver results. If your brand is ready to build lasting relationships and drive real impact, send me a message to explore how I can help #InfluencerMarketing #socialMedia

Controversial take: Stop trying to do more marketing. Start eliminating the 60% of activities draining your resources. Here's the prioritisation framework I use with my clients to make every marketing dollar count: 1. For Strategic Direction: Impact/Effort Matrix Stop treating all marketing activities equally. Plot everything on this grid: → High Impact, Low Effort: Growth Accelerators (Must prioritise NOW) → High Impact, High Effort: Strategic Investments (Schedule with dedicated resources) → Low Impact, Low Effort: Quick Wins (Batch process when possible) → Low Impact, High Effort: Resource Drains (Eliminate or automate) The most successful CMOs spend 80% of their time on high-impact activities. Yet most marketing teams spread resources evenly across all quadrants. 2. For Campaign Selection: The 3C Framework Before launching any campaign, run it through these filters: → Check alignment with business goals: Does this directly support our primary objective? → Calculate potential ROI: Estimate returns using: Reach × Conversion × Value → Consider resource constraints: Rate campaigns by resources needed vs. available I've watched founders chase trendy channels with terrible ROI while ignoring proven channels simply because they weren't exciting enough. 3. For Budget Allocation: The 70/20/10 Rule Smart marketers divide their budget following this simple ratio: → 70%: Core marketing activities with proven returns → 20%: Emerging channels showing early success → 10%: Experimental initiatives with learning potential If you are just getting started, flip this model, pour all resources into experiments until you find green shoots. 4. For Daily Execution: The Eisenhower Matrix for CMOs Your time is your most valuable marketing asset. Protect it fiercely: → Urgent & Important: Campaign emergencies, key stakeholder requests aligned with objectives  → Important, Not Urgent: Strategy development, team coaching → Urgent, Not Important: Most emails, status meetings (Delegate these!) → Neither Urgent Nor Important: Vanity metrics, unfocused competitor research (Eliminate) The best marketing leaders I know spend most of their time in the "Important, Not Urgent" quadrant. The struggling ones live in "Urgent, Not Important." The startups I've seen scale fastest don't have bigger budgets or better tools. They're just ruthlessly disciplined about prioritisation. Which of these frameworks would have the biggest impact on your marketing efforts? Share below 👇 ♻️ Found this helpful? Repost to share with your network. ⚡ Want more content like this? Hit follow Maya Moufarek.

Every time you scale a campaign's budget, you should know exactly what you're scaling. A lot of brands don't. I recently audited an account where a campaign was running at 15% ACoS. The brand looked at it and said, "This is one of our best campaigns. Let's increase the budget." But here's what was actually inside that campaign: Someone searches their brand name + "driving gloves" — they already know you. They click, they buy. ACoS on that keyword: 6%. Someone else searches "winter gloves for drivers" — they're shopping around. They click, maybe they buy, maybe they don't. ACoS on that keyword: 45%. Both keywords are in the same campaign. The 6% branded ACoS drags the average down to 15%. Looks great. The brand scales the budget. Amazon pushes more spend toward the unbranded terms. ACoS balloons. The brand pulls back and calls the campaign broken. It was never working the way they thought. The branded keywords were the safety net. Here's the problem with putting branded and unbranded in the same campaign: You can't control how Amazon splits the budget between them. And when you scale, you don't get to choose where the extra dollars go. Same thing happens with auto campaigns. Branded search terms sit inside your auto, inflate the numbers, and when you scale, you're just feeding more budget into branded traffic you were already getting. Separate them. Branded keywords get their own campaign. Their own budget. Their own benchmarks. Unbranded stands on its own. No safety net. That's how you know if your growth campaigns can actually grow. Stop scaling blended averages. Start scaling what's actually working.

Here’s a silent growth killer we often uncover in Google Ads audits: Campaigns capped by budget, even though they’re hitting ROAS / CPA targets. In one account, 17% of potential conversions were missed because campaigns kept hitting their daily limits. The result? > Profitable campaigns switching off before the day is over > Competitors picking up the demand you’ve already paid to create > Growth stalling even though efficiency is strong The fix is simple (but often overlooked): 1. Monitor budget caps alongside ROAS / CPA  performance 2. If campaigns are profitable, increase budgets to capture more conversions. 3. Treat Google’s budget recommendations with caution. In high-spend campaigns, increasing budgets by more than 20% from one week to the next can disrupt learning and cause performance swings. 4. Reinvest into what’s already working before chasing new experiments If a campaign is hitting targets, a budget cap shouldn’t be a brake, it should be a signal to scale. 👉 Question: Are your budgets limiting wasted spend… or limiting profitable growth? AdSuccess - Hidden Profit Playbook Practical fix to stop profit leaks in Google Ads.

𝐁𝐮𝐝𝐠𝐞𝐭𝐢𝐧𝐠 𝐈𝐬𝐧’𝐭 𝐚 𝐌𝐚𝐭𝐡 𝐏𝐫𝐨𝐛𝐥𝐞𝐦. 𝐈𝐭’𝐬 𝐚 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐢𝐧𝐝𝐬𝐞𝐭. For this #MarketerinTech: 𝑼𝒏𝒔𝒄𝒓𝒊𝒑𝒕𝒆𝒅 episode, I wanted to tackle a topic that’s rarely glamorous but always crucial—𝐛𝐮𝐝𝐠𝐞𝐭𝐢𝐧𝐠. Every planning cycle, we talk about ambitions—growth, retention, customer love. But where the rubber hits the road is budget. If your marketing dollars don’t reflect your strategy, then you don’t have a strategy. As a B2B marketer, I look at allocations through three lenses— 1. 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬  is about brand, trust, and mindshare. 2. 𝐕𝐨𝐥𝐮𝐦𝐞 is about generating more clients—even if they’re smaller ticket—to create consistent pipeline. 3. 𝐕𝐚𝐥𝐮𝐞 is focused on large clients and complex deals where trust, customization, and long-cycle engagement matter. Each annual planning cycle, plan against these three pillars, commit budget % accordingly, and pressure-test it against business goals. The trick is to revisit and refine quarterly—because any changes you make today will likely only show up 3–6 months later. You need clarity, not panic. And what about experimentation? I recommend reserving 10–15% for bold bets—AI pilots, creative formats, unconventional channels. These aren't wildcards; they're structured experiments that we measure, learn from, and scale if they work. But none of this sticks unless you have full alignment with sales and business stakeholders. Transparency and joint ownership turn budget from a cost to a growth engine. ----------------#𝑴𝒂𝒓𝒌𝒆𝒕𝒆𝒓𝒊𝒏𝑻𝒆𝒄𝒉: 𝑼𝒏𝒔𝒄𝒓𝒊𝒑𝒕𝒆𝒅 𝑺𝒏𝒂𝒄𝒌𝒑𝒂𝒄𝒌------------- ✅ Anchor budgets in 3 pillars: Awareness, Volume, and Value ✅ Commit upfront, but revisit quarterly with a realistic lens ✅ Ringfence 10–15% for experiments—but measure, don’t guess #B2BMarketing #MarketingPlanning #MarketingROI #BudgetPlanning #MarketingBudgets #GrowthMarketing #PerformanceMarketing

We spend crores creating campaigns. But skip the one thing that actually makes them work! You plan a brilliant campaign. You create a stunning event. You pour time, creativity, and serious money into the ‘what’. But then — right when it’s time to tell the world — your budget runs out. Visibility. Dissemination. Audience access. This is where most brands falter. And ironically, this is also where the success of your campaign actually lives. I’ve seen this happen time and again: • A lab-grown diamond brand spent months perfecting its collection and launch experience. But when it came time to bring in a PR partner who could get actual buyers into the room — there were “no budgets left.” • A global sportswear brand had a massive announcement lined up. They invested in the staging, the aesthetics, the content — but when we talked about what was needed to take this story across the right media and influencer channels, the response was: “We don’t have a big budget as everything is already spent. Please give me a workable budget.” • Or the everyday example: running a beautiful social media page but putting zero media spend behind it. You post. You hope. You wait. But you haven’t told the algorithm — or your audience — that you exist. Here’s the truth: You don’t just need to create the moment. You need to move it. And for that, dissemination — whether it’s press, influencers, community, or media strategy — cannot be an afterthought. It’s not a “nice to have.” It’s the thing that ensures everything else was worth it. So if you’re planning a big campaign or event, here’s my advice: At the very first budget meeting, lock in a line item for audience and media amplification. Give it priority. Allocate enough. Bring in the right partners. Because the campaign that no one hears about is just an expensive secret. Let’s stop treating dissemination as optional. It’s essential.

How we generated $1.1M in direct pipeline with Paid Search in 6 months Here’s the exact Google Ads strategy we used with a $15K/month budget. Context: Company: Series A B2B SaaS Segment: Midmarket ACV: $20K+ Goal: Demo Requests Budget: $10-15K/month Channel: Paid Search Strategy: 1/ High-Intent Keywords Our primary focus was on bottom-of-funnel keywords. Campaign set-up: - Keywords: Category + "software" or "tool" - Match Types: Started with Exact Match, Phrase Match - Bidding: Manual CPC, Switched to tCPA with conversions - Landing Pages: Simple, direct “Book a Demo” CTAs, no distractions - Device Targeting: Desktop only Results: Low volume, High conversion to pipeline 2/ Generic Keywords We tested generic variants of high-intent keywords. It generated some demo requests but was not as efficient and cut most due to poor conversion rates. What worked: - Some keywords converted - We paused all broad terms that didn’t convert - Excluding irrelevant search terms consistently - Smart Bidding strategy improves performance What didn’t work: It drove more traffic, not SQLs. Intent matters more than volume in B2B. 3/ Competitor Campaigns We targeted competitor brand names and "alternative" modifiers. Campaign Setup: - Match Types: Exact Match, Phrase Match - Bidding: Manual CPC with higher CPCs to remain competitive. - Ad Copy: Highlighted differentiators, pricing advantages, and social proof. - Landing Pages: Comparison pages with clear CTA. Results: Higher CPL, highest return. 4/ Dynamic Search Ads (DSA) We ran DSA campaigns to expand targeting. Campaign Setup: - Landing pages: Homepage & key product pages. - Exclusions: Brand terms + irrelevant pages. - Bidding: Maximize conversions. Results: Found new high-intent keywords that we added to campaigns. 5/ Retargeting Since B2B deals don’t convert on the first visit, we retargeted high-intent visitors to bring them back. Campaign Setup: - Targeted visitors who visited the website. - Demand Gen and YouTube Ads - Feature / Benefit, Capabilities, Product explainers Primary goal: Brand presence and nurturing. Reporting: - HubSpot CRM integration → Imported lead & deal data. - UTM tracking → Traced pipeline back to specific campaigns. - Google Data Studio Dashboard → Full-funnel tracking (Lead -> CW) Results: - $1.1M in direct pipeline in 6 months - Scaled from 0 to over 20 demos per month - Generated 3.55 ROAS Summary: We focused on high-intent search and competitor campaigns, testing MOFU terms but cutting those that didn’t convert. DSA campaigns helped uncover additional high-performing keywords while retargeting nurtured, engaged visitors. As conversion data increased, a shift in bidding strategies improved performance. --- If you’re a marketer in B2B SaaS, spending around $15k+/month, and need help with a Google Ads strategy Book a time, and let's chat about how we can grow your pipeline. https://lnkd.in/edUWuUfN #b2bsaas #paidads #googleads