launching research the whole market needed to read

report launch microsite multi-platform paid media webinar activation
Dalberg Advisors
client

Dalberg Advisors

sector

global advisory

01 · the challenge

Dalberg Advisors, the global advisory firm focused on inclusive growth, was releasing ‘Kenya’s Digital Economy: A People’s Perspective’ — primary research on how ordinary Kenyans actually experience the digital economy. Research launches live or die on distribution: the report needed a digital home built for downloads, a professional audience reached efficiently across the right platforms, and a webinar moment that gathered policymakers, funders and practitioners around the findings.

02 · the approach
report microsite A dedicated digital home for the research — findings, download journey and webinar registration in one conversion-focused destination.
professional-platform organic A sustained editorial programme on Twitter and LinkedIn — 51 tweets, 49 LinkedIn updates — atomising the findings for the audiences that act on them.
three-network paid media Google, Twitter and LinkedIn Ads — ~865,000 combined ad impressions at a US$ 0.27 Google CPC, with spend held to ~US$ 1,237 total.
webinar activation 302 tracked clicks to webinar registration — the live moment that turned readers into a room.

the results

03 · the outcome
9,787

microsite page views — 2,924 on the report download page alone

1.07M+

combined impressions across organic and paid channels

1,343

tracked social clicks to the report download microsite

$0.27

Google Ads cost per click — efficiency as discipline

Thought leadership treated like a performance campaign — because research that isn’t read changes nothing