A blended digital marketing strategy for Banham Security

Targeting both leads and brand awareness across PPC, social, YouTube and Sky AdSmart

Activity period: 2022-present

Challenge

Home security company Banham Security tasked us with helping to grow its emerging keyholding service. As a long-term client of Launch, we knew the business well, but keyholding presented new challenges: achieve brand awareness and authority for the service, drive quality leads, and educate the target audience in how keyholding works. Enter Dan the Man: a creative concept designed and executed entirely by Banham’s talented Marketing and Design teams – giving us plenty of great assets to work with.

39%

of web enquiries took out a contract

688%

increase in leads YOY

Our approach

‘Keyholding’ isn’t a high-volume search term, so we devised a cross-platform strategy to achieve brand awareness and lead generation. We leveraged sophisticated behavioural targeting to reach affluent individuals, like people interested in airport parking or house sitters. The crux of the campaign hinged on Banham’s brilliant ‘Dan the Man’ character animation, which allowed us to expand onto YouTube, Display, LinkedIn and Sky AdSmart to really amp up brand awareness, backed up by reassuring copy and messaging.

Results

Just one month in, we more than doubled Banham’s previous number of leads and brand searches, leading to Banham’s highest ever number of active contracts. But it wasn’t just volume over quality – over the course of the campaign Banham has won lucrative contracts from the activity, including exclusive fashion designers and luxury boutiques, with many leads opting for the most premium service. It’s not easy optimising for lead quality, volume and awareness – but our results prove it can be done!

Finalist

Best Integrated Campaign at the European Search Awards 2023

Testimonials

“

We have generated some outstanding results for the business at incredible ROIs thanks to the strategies and optimisations carried out by Danny and Lucy. We have built a fluid system that ensures all our campaigns are performing extremely well and their flexible approach means we are able to make changes to campaigns quickly and stress-free.

JANI GUNN – PERFORMANCE MARKETING MANAGER – BANHAM SECURITY

”