Enterprise Psychic: Integrated Awareness-to-Lead Campaign for Enterprise Growth
Platform: TikTok, Meta, LinkedIn, YouTube
Project: Media Planning and Buying
Assignment: Brand Awareness, Customer Acquisition, Advertising Strategy, Audience Segmentation, Creative Sequencing and Retargeting
Role and Objective
Owned paid media strategy for Enterprise Psychic, a brand campaign designed to shift perception and elevate Zapier’s relevance among enterprise buyers. Translated a bold, unconventional creative concept into a scalable, full-funnel media plan that balanced awareness and demand goals—ensuring cross-channel execution aligned with brand positioning, audience intent, and funnel stage.
Media Strategy
Audience Design & Segmentation: Defined key personas (Builders vs. Buyers) using firmographic data, intent signals, and CRM retargeting. Aligned audience segments with platforms including LinkedIn, Meta, TikTok, YouTube, and CTV.
Creative Sequencing & Channel Strategy
Built full-funnel message flows tailored to platform behavior—using campaign video, statics, chatbot content, and testimonials.
LinkedIn: Top CTR (0.37%), strongest for B2B engagement
YouTube: 1.1M+ completions, high retention
TikTok: 141M impressions, 320K clicks—top microsite driver
Meta: Most cost-efficient for Enterprise reach and upgrades
CTV: Boosted storytelling via targeted placements on YouTube and LinkedIn
Results & Performance Impact
Outperformed signup target by +4% and drove +195% incremental upgrades
Validated creative sequencing and experiential amplification through improved CTR, conversion, and retargeting engagement
Confirmed CTV as an effective upper-funnel driver, supporting strong video completion rates and sustained brand lift
Reinforced cross-channel strategy’s role in full-funnel engagement, particularly among enterprise decision-makers
Influencer video for lifestyle-based targeting in TikTok and Reels
Prospecting brand video for awareness and reach
Static Ad to drive traffic aimed at awareness engagers
Lead gen video ad aimed at landing page visitors
Lead gen carousel ad aimed at landing page visitors