How Laiye built awareness and demand in EMEA Case Study
BACKGROUND
In 2022, intelligent automation provider Laiye announced its commitment of
$50 million to the European region, together with its plans to create 200 highly skilled jobs in the regional AI industry.
Laiye brings invaluable experience gained by serving well-known Chinese organisations. But now, it needed to gain market share in EMEA. For Laiye, EMEA is a market of enormous potential for us and for many companies. As one of the fastest-growing regions in the world.
They needed an agency who are experts at speaking to local audiences and delivering the right balance between lead quality and volume.
THE SOLUTION
Laiye’s GTM in Europe, Middle East and Africa required a huge lift to get off the ground. After that, it’s just a matter of tweaking and optimising. Let’s break it down:
1. Voice-of-customer researchÂ
We gained insights from thought leadership articles, demo recordings, and online forums. Finding patterns and incorporate these insights into ad copywriting.
2. Creative experiments (A/B testing)
- Brand Awareness Concepts
- Specific Vertical Creatives (i.e., speaking to banking, insurance, healthcare)
- Specific Persona Creatives (i.e., speaking to CIO)
3. Full Funnel Campaign
For each piece of content, we tested channels, targeting, and set up conversion-optimized landing pages.
The end result: Powerful, punchy ad variations covering brand awareness, verticals, and personalized audience offers.
CUSTOMER JOURNEY
CORE CONCEPTS
ADDITIONAL CONCEPTS
LANDING PAGE WIREFRAME
Link to wireframe here.
Primary Elements
- VoC-driven value proposition
- Business Guarantee Program framed as solution
- Myth-busting description paragraphÂ
- Call to valueÂ
- Social proof as micro-copy
Secondary Elements
- Social proof bar
- FAQs
- Form headline
EXAMPLE
Single Image Ad #1 – HEALTHCARE
(strategy 1: based on winning test)
Main Text: CIOs: See how Laiye’s Intelligent Automation helped one of India’s biggest medical groups save $10 million dollars and reduce errors to 0%
Headline: Free Download: A New Era in Intelligent Automation is Here
CTA: Download Now
EXAMPLE
Single Image Ad #1 – RETAIL
(strategy 1: based on winning test)
Main Text: CIOs: See how one of the biggest home retailers in the world used 60 Laiye software robots to save 5,000+ work hours and reduce order entry errors to 0%Â
Headline: Free Download: A New Era in Intelligent Automation is Here
CTA: Download Now
EXAMPLE
Single Image Ad #2 – LEGAL
(strategy 2: place stats front & center)
Main Text: Law firms have only scratched the surface on automation. See how Laiye’s Intelligent Automation can boost your productivity by 84% and reduce casework errors to 0%
Headline: Free Download: A New Era in Intelligent Automation is Here
CTA: Download Now
EXAMPLE
Single Image Ad #2 – INSURANCE
(strategy 2: place stats front & center)
Main Text: The end of claims handling complaints? Liberate your employees and shrink your claims processing error rate to 0% with Laiye’s Intelligent Automation
Headline: Free Download: A New Era in Intelligent Automation is Here
CTA: Download Now
LANDING PAGE INTEGRATION
THE RESULT
The Social Effect and Laiye worked together to build a go-to-market strategy for EMEA that grew their marketing share and increased performance of marketing campaigns across EU, Middle East and the UK.
The result over 4 months
- 8 unique creative concepts with variations
- Lowered cost per lead by 182%Â
- Improved lead qualification rate 72%
- Increased net new leads by 41%