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Social Media Helps Company Exceed Lead Generation Goals

The Challenge

A language technology company wanted to utilize the Back-to-School season to gain traction with educators, launch a Pinterest presence, and strengthen their position on other social media channels. Their goal was to generate 500 to 2,000 qualified leads for follow-up, kick-start a social media plan, and demonstrate global competence.

The Solution

MDR helped the client reach key decision makers most likely to champion purchasing the client’s software for their schools with a two-part campaign. Part 1 featured a Pinterest board with branded and customized shareable pins on the WeAreTeachers channel. Part 2 was a linked Sponsored Promotion that utilized targeted email and social media to invite key decision makers to vote on their favorite pin for an opportunity to win one of five iPad minis in a random drawing. The Sponsored Promotion landing page included an entry form as another means to collect lead data. Web ads were also included in the program.

The Toolkit

  • Social Media
  • Email
  • Web Ads

The Result

The program generated ten times the number of leads than expected, with more than 1.5 million impressions, including page views, email, Twitter, Facebook, Pinterest, and web ads.

 “This client had never used Pinterest as a marketing tool before, and through this program, they were able to build a lasting presence on Pinterest that includes compelling pins that have been repined again and again. We are proud that this client is still seeing results from this program more than a year later.”

– Erin MacPherson, Project Manager, MDR



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Case Study