Driving 97% Year-on-Year ROAS Growth

Each APAC market has unique behaviors, challenging KPI Media to adapt strategies and ensure Meltwater’s campaigns remain effective and locally relevant.

Client

Meltwater is a leading global provider of social, media, and consumer intelligence. By analyzing ~1 billion pieces of content each day and transforming them into vital insights, Meltwater unlocks the competitive edge to drive results. With 27,000 global customers, 50 offices across six continents, and 2,300 employees, Meltwater is the industry partner of choice for global brands making an impact.

About

KPI Media collaborated with Meltwater APAC for 2 years. The most significant challenge in the APAC region is that each market exhibits highly distinct behavioral patterns, necessitating diverse and tailored approaches. In this dynamic landscape, KPI Media strives to adapt and evolve its approaches, ensuring that Meltwater's presence in the APAC region remains not only effective but also attuned to the intricacies of each individual market.

Approach and Strategy

Recognizing Meltwater's B2B customer journey's lengthy stages—where leads take months to convert into customers—we've been diligently seeking platforms that effectively reach the right audience to generate high-quality leads, transitioning from MQL to SQL, and ultimately fostering customer acquisition.

Through extensive evaluation and A/B testing, our strategic focus zeroed in on platforms such as LinkedIn, Google, Bing, and Twitter. These platforms have demonstrated superior efficacy in nurturing leads through the funnel stages, effectively converting them into loyal customers. Our tailored strategies emphasize leveraging these platforms to engage and nurture leads across the extended journey, ensuring a steady progression towards conversion.

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The Results

Our commitment to this refined strategy has yielded remarkable outcomes in the APAC region. One of the most significant achievements has been the exceptional Return on Advertising Spend (ROAS) performance, consistently surpassing benchmarks set in other global regions for two successive years. This outstanding success highlights a 97% increase in ROAS in 2023 compared to the previous years, reaffirming APAC's superior position in Meltwater's global performance metrics.

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Conclusion:

Meltwater's partnership with KPI Media in the APAC region has been pivotal in not just sustaining but elevating the company's regional performance. The consistent outperformance in ROAS stands as a testament to our tailored strategies, reaffirming our commitment to delivering impactful results in line with Meltwater's global objectives. Our focus on targeted platforms and nurturing the B2B customer journey has cemented our position as the preferred choice in driving exceptional results in the APAC market.

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