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smoke-ball

Customer advocacy, captured on camera

How Smokeball Australia earned 186% growth in Return on Ad Spend (ROAS) by promoting customer video testimonials using Thought Leader Ads

Smokeball was founded by Australian legaltech pioneers who bring nearly 25 years of experience in delivering impactful legal technology. Their vision was to create a company where clients and staff are genuinely valued, and where they can build great things together. As a fast-growing legal tech company, Smokeball Australia needed to grow brand mental availability among prospective customers. 

Download case study

THE CHALLENGE

With LinkedIn already being a core pillar of Smokeball’s B2B marketing strategy, the challenge was to develop a brand campaign that was engaging, impactful and memorable.

THE SOLUTION

Having seen success with written customer testimonials in the past, Smokeball evolved their approach by pairing video testimonials with Thought Leader Ads — a powerful combination of trusted voices, peer influence and visual storytelling.Together, they produced a three-minute video.This was cut down into 30-second clips that George and Abi were invited to post on their LinkedIn Page. Smokeball then promoted these posts as Thought Leader Ads, using Matched Audiences to ensure that they reached the right audience at scale.To maximise mileage from the video, Smokeball created multiple formats (both horizontal and vertical) and a variety of cutdowns centred on different ways Smokeball has made Empire Legal more productive.They also translated the video content to other content formats including blogs, written case studies and sales assets. 

THE RESULTS

Compared to a video ad campaign that featured the same videos, Smokeball’s Thought Leader Ad campaign produced:

2x

video view rate

8.7x

video completion rate

-50%

cost per view

186%

increase in Return on Ad Spend(ROAS)

“Most B2B companies still aren’t using video, especially not for testimonials, which creates a huge opportunity for those who do.Video formats are far more engaging and impactful than the written word. Serve them as Thought Leader Ads and they become even more compelling — because when prospects see their peers endorsing our solution, they’re more likely to adopt it themselves."

christopher

Christopher Chow
Head of Growth Marketing
Smokeball Australia

Smokeball was founded by Australian legaltech pioneers Hunter Steele, Jane Oxley and Bart Vadala, who bring nearly 25 years of experience in delivering impactful legal technology. After working together for many years in the industry, Hunter, Jane and Bart set out to prove that nice guys can finish first. Their vision was to create a company where clients and staff are genuinely valued, and where we can build great things together. At Smokeball, we believe that a supportive and innovative environment leads to exceptional results. View Company page.

Headquarters: Sydney, Australia  |   No. of Employees: 51-200  |    Industry: Software Development

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