Case file: 
[anonymous client] supports businesses of all sizes in the areas of security and identity management.
[anonymous client] supports businesses of all sizes in the areas of security and identity management.
Seeking to drive developer signups and enhance brand awareness, [anonymous client] partnered with Carbon to build a scalable, efficient advertising strategy. This long-term collaboration achieved impressive results, reducing signup costs by 91% while adapting to complex KPIs as the campaign progressed. This case study underscores the importance of strategic partnerships, continuous optimization, and a data-driven approach in delivering impactful results.
[anonymous client] is a leading cloud-based identity and access management platform providing secure, flexible authentication and authorization solutions. With a market cap over $10 billion, this publicly traded company supports developers and businesses of all sizes in the areas of security and identity management.
Since 2018, Carbon has been a trusted partner in helping the client overcome the unique challenges of engaging developer audiences at scale. Together, we've evolved strategies to address complex marketing challenges, uncover market opportunities, test channels, and drive campaign efficiencies aligned with the client's changing goals.
When I let Carbon take the lead, they consistently deliver great results. Their deep understanding of developer audiences and their ability to drive engagement truly sets them apart.
Digital Marketing Manager
@ [anonymous client]
Collaborating with our partner was instrumental in guiding campaign strategy, enabling agile adjustments to boost efficiency and meet evolving objectives.
Initially, the campaign aimed to increase brand awareness and drive signups at scale. As these goals were consistently achieved, the focus shifted toward more advanced, brand-specific KPIs. Carbon's adaptability ensured seamless alignment as objectives evolved, allowing us to deliver results without heavy client involvement.
Armed with historical campaign data and weekly post-click performance insights from our client, Carbon honed in on areas for optimization across various factors like placement, geographic targeting, and creative. This data-driven approach enabled real-time adjustments that significantly improved campaign results.
CHANNEL TESTING: We experimented across multiple channels at scale to pinpoint where developer audiences were the most engaged and receptive.
CREATIVE VARIATIONS: By testing different creative approaches, we were able to identify and optimize towards messaging and visuals that resonated best.
GEO-SPECIFIC BUDGET: We reallocated budget towards the geographical regions driving high-quality sign ups, ensuring they had the greatest impact.
EXPERIMENTATION: A portion of the overall budget was dedicated to testing new placements, messaging, and creative formats to gather data without significantly impacting performance of their core campaigns.
This approach empowered Carbon to make real-time, data-backed adjustments that consistently drove campaign success.
Since the campaign's launch, the client has achieved a 91% reduction in Cost Per Sign-Up, while simultaneously increasing sign-up rates from .6% to 3%. As the campaign continued to mature, we consistently achieved 350+ signups per month. Additionally, the cost of a signup becoming an active user was reduced, highlighting the campaign's overall effectiveness in driving quality users over time.
The insights provided throughout the campaign, in addition to Araya's insightful feedback allowed for highly targeted optimizations that had a significant impact across all of the campaign's key metrics.
It's hard for any new demand partner to beat behavioral platforms like Google Search. In our first test, we noticed BSA converted signups to active users at a significantly higher rate. That's when we knew this campaign needed to become evergreen and expand.
Digital Marketing Manager
@ [anonymous client]
Through historical data, strategic testing, and informed optimizations, Carbon helped reduce the client's costs while increasing sign-ups and improving user quality.
Our partner was able to maximize campaign success using two key factors:
This campaign demonstrates how useful past campaign data is as a SaaS business grows and evolves. It's able to provide the full picture needed to make smarter advertising decisions. Combine that with a collaborative and adaptable ad partner, and you'll unlock campaign success like never before.
We're here to help you launch a Carbon campaign.
Simply fill out our form and we'll be in touch.
