Viant - Spark Growth

The Action

A revitalized social media approach

We repositioned Viant's previous use of social media from a traditional marketing channel to a more holistic, multi-tactic approach that spanned the full buyer journey. Our program maximized organic social media content reach through practices such as a time-of-day analysis using our proprietary Social Intelligence Optimization (SIO) tool, targeted hashtag research and usage, and a LinkedIn advertising program to complement organic content.

A strategic approach to content creation

We developed a more comprehensive and diverse content mix that targeted key business objectives, such as increasing brand awareness and credibility. Understanding that social media is a discovery tool for many B2B buyers, we focused our attention on sharing educational content — such as case studies, statistics, and markets served — that positioned Viant as a medtech design and manufacturing leader.

A targeted ad program sharing key messaging

Alongside the organic LinkedIn content, our team implemented a targeted ad program to share key pieces of educational content that supported Viant’s messaging and values of being an end-to-end medical device manufacturer. Using whitepapers, case studies, and capability briefs, campaign objectives include building credibility, driving website traffic, and generating leads. The success of the pilot meant we scaled up the ongoing paid LinkedIn ad program by about 3.5x while maintaining strong results. Our ongoing optimizations and focus on creating ads with messaging that resonated with the target audience drove results that significantly outpaced spending while also achieving a lower cost per click (see results below).