From broad outreach to niche dominance
Helping a creative agency discover their niche market through testing campaign angles and ultimately opening up a qualified sales pipeline of fitness and sportswear brands.
The Challenge
Vagabond Digital initially aimed to promote their paid advertising services (including PPC, paid social, creative, and organic social) across a wide range of industries. They explored two main campaign angles: one targeting marketplaces and retailers that stock multiple brands, and another focused on providing supplementary social content to support TV ad campaigns. However, the messaging failed to cut through in crowded inboxes. Despite broad outreach across multiple sectors, response rates remained low and results were modest.
The Approach
Harper rigorously tested the campaigns using LinkedIn and email outreach across five different industry sectors. By applying personalised messaging and a soft call to action, we identified clear patterns and high-potential opportunities. Through continuous iteration and data-driven refinement, we pinpointed the sportswear industry as the standout performer, delivering the strongest and most consistent responses. Harper then guided a strategic pivot to focus exclusively on this high-performing sector, maximising efficiency and impact.
The Solution
Harper’s multi-channel strategy ensured outreach broke through the noise and built trust quickly, increasing response rate and engagement in the right sector.
Project Impact
The focused niche strategy and high-value lead magnet approach delivered outstanding results: a £769K sales pipeline built through strategic iteration — moving from broad/generic outreach to laser-focused targeting in fitness/sportswear, powered by value-based engagement that converted prospects far more effectively.
