To convey the story of Connect UK to be known as the property auction game-changer, driving awareness across three online environments; we implemented a strategic test-and-learn paid approach with KOL James Caan from Dragons’ Den.

The role of KOLs is to demonstrate & validate that emotional feeling – through familiarity, trust and relevance. ​The collaboration with James Caan helped the brand to reach a wider audience, including property professionals and legal experts, establishing Connect UK as a transformative player in property auctions.

Our influencer strategy enhanced brand visibility and using a KOL approach effectively conveyed Connect UK’s brand values and turned functional product benefits into engaging narratives. Continuous monitoring of campaign messaging ensured our messaging resonated with the audience in an emotive way.

Recognizing the B2B nature of our audience, we engaged people through relatable channels with persuasive CTAs. We balanced brand promotion with KOL influence and our campaigns on Meta, LinkedIn, and YouTube helped elevate property auction standards. Meta proved to be a cost-effective platform that generated over 3 million impressions and a significant organic search increase of 104% over a short 3 month trial period. These findings demonstrate the significance of KOLs in marketing. Selectively choosing the right KOL, like James Caan, showed Connect UK that authentic endorsements infused with ‘human’ elements can drive superior performance and elevate brand awareness effectively.

Results:
3 million impressions
Organic search increased by 104%
Over 48k clicks to website
6% engagement rate (vs. industry average of 1.22%)
1.4% avg. CTR (with Meta at 2.3% avg.)

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