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MHR logo

Brand investment pays off in lead generation

MHR is a UK and Ireland-based specialist provider of HR, payroll and finance software and services. In May 2022, they introduced a refreshed brand identity through a multi-channel marketing campaign, including on LinkedIn, which is a key part of their lead generation strategy. Leveraging an uplift in brand awareness, MHR’s marketing team was able to drive more on-platform leads at a lower cost, proving that brand investment does indeed pay off.

The Results

MHR’s brand awareness campaign was quickly followed by lead generation efforts to capitalise on increased awareness. The team achieved:

1.5M+

Unique audience reach

+68%

increase in lead volume

-74%

decrease in Cost Per Lead

Engage the professional audiences that matter most to your business.

Objective & Approach

  • To create a distinct and memorable brand in the minds of audiences, MHR launched a brand awareness campaign across multiple channels including LinkedIn
  • On LinkedIn, they broadly targeted business decision-makers across all companies and industries using 3 brand creatives to speak directly to 3 key audience segments
  • They built on this brand momentum with a lead generation campaign, targeting a precise audience of decision-makers in the HR, Payroll and Finance functions without wastage

Success factor 1: Targeted lead generation

  • MHR leveraged an uplift in brand awareness and retargeted audiences who engaged with the brand campaign’s Single Image Ads
  • They refined their targeting strategy, using Custom Segments, LinkedIn Groups and Member Skills to identify precise audiences beyond job titles and job functions

Success factor 2: Vertical-first creatives

  • MHRʼs new brand mascot was featured front and centre in their brand campaign to build distinctiveness and recognition
  • Using their own insights that 71% of paid media clicks come from mobile devices, MHR optimised their brand creatives for mobile viewing, using a vertical-first approach to boost performance

Success factor 3: Engaging ad formats

  • MHR used a mix of LinkedIn ad formats to achieve their objectives, testing and learning along the way
  • For top-funnel brand awareness, they relied on Single Image Ads with impactful brand creatives
  • For bottom-funnel lead generation, they used Conversation Ads and Single Image Ads paired with Lead Gen Forms to offer a friction-less experience to prospects

"We recognise the importance of building a strong brand, especially in the crowded marketplace we operate in. Our investment in refreshing our brand identity and pushing this out with a strong awareness campaign on LinkedIn is already paying off. Not only are we seeing a 68% increase in lead volume and 74% reduction in Cost Per Lead, we’ve also been able to penetrate a new customer segment of finance professionals with greater ease and cost-efficiency.”

Headshot of Jordan Rowson

Jordan Rowson
Social Media Manager, Paid 
MHR 

MHR UK & Ireland supports organisations wanting to strengthen their business resilience and increase their operational efficiency by simplifying their HR, payroll and finance processes and powering their valuable talent with the easiest to integrate, adopt and use, secure cloud-based systems available. We manage 2000+ payrolls and make £9billion of payments annually.

Download customer story
MHR logo

Headquarters:
Nottingham, UK 

No. of Employees:
501 – 1,000

Industry:
Software Development

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