Calipsa are a deep learning technology company, whose cloud based False Alarm Filtering Platform reduces false alarms by up to 90%; recognising and filtering out any alarms not caused by humans or vehicle movement. Having already cornered the market in the UK, we worked with Calipsa to help them test the waters and break into the US market.

Optimising targeting

We first tested the market first by using LinkedIn Advertising due to its granular level of professional demographic targeting. We kept the campaigns small, tight, and effective. Using a mix of 1st & 3rd party targeting, we built highly effective prospecting and retargeting campaigns to keep Calipsa front of mind, driving platform sign-ups, ebook downloads, webinar registrations and more.

Making the most of first-party data

First-party data was key and this meant ensuring that the CRM was fully integrated within our campaigns. We used the CRM to build targeting lists which aligned with other marketing activity being run internally, as well as allowing us to have full visibility of users across their entire journey to conversion.

Creating brand awareness

We worked with Calipsa to develop their brand awareness strategy through programmatic display & video. We targeted a mix of interest based & demographic targeting as well as helping to develop a list of companies all around the US to target using pinpoint location targeting; serving ads in the zip-codes around the the company's headquarters.

And finally, a nice word...

We engaged with Ordinary Media last year to run a pilot campaign to assess whether there was a big enough opportunity for us to invest in paid advertising. Ordinary Media planned, ran and managed the activity seamlessly, providing updates on performance and continually optimising our campaigns to ensure maximum success. As our company has continued to grow, we’ve been able to expand our marketing skillset internally. Ordinary Media have helped consult us on building our in-house capabilities including support with hiring the right team.
Emily Atkinson — Marketing director, Calipsa

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