Octet : SEM
From Impressions to Impact - How Brand Media Became Octet’s Growth Engine
Octet is a leading Australian financial services company specialising in trade, debtor, and supply chain finance. Its proprietary platform empowers SMEs to unlock working capital, improve cash flow, and streamline operations. In a fiercely competitive B2B finance space, where trust is critical and rivals are backed by big budgets, every marketing investment has to deliver measurable, bottom-line results.
Objectives
The goal was clear: drive more high-quality leads in a competitive, trust-heavy category. To do that, Octet needed a partner who could help uncover what actually drives performance.
That meant moving beyond surface-level metrics like impressions or CTR and instead:
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Proving the commercial impact of brand media
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Identifying which channels and messages influenced bottom-funnel results
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Using data to connect awareness with action
Strategy & Execution
To meet the challenge, we focused on two complementary workstreams – both grounded in proving what drives performance, not just presence.
First, we leaned into premium brand video to boost salience and trigger high-intent behaviours. Then, we amplified conversion by testing and optimising creative at scale.
Together, these strategies turned awareness into action – and media investment into measurable growth.
Premium Video that Fuelled Search
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We activated brand video across high-reach, high-quality platforms — building relevance with decision-makers.
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To prove impact, we mapped 12 months of historical media and performance data. The result? Every major video flight was followed by a spike in branded search — and a lift in high-quality leads.
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This made one thing clear: Brand video wasn’t just raising awareness. It was creating intent.
A/B Testing That Built on Momentum
We doubled down on conversion by testing creative elements at scale:
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Iterative testing of formats, messaging, and CTAs
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Optimised for lead outcomes, not just engagement
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Applied learnings to media strategy and creative development
Results
Leads
+106%
Increase in lead volume YoY
CPL
+22%
Improvement in CPL efficiency
Balancing brand and performance is never easy, but Connected truly understands the challenge. They don’t just run campaigns - they dive deep into the data to uncover and quantify what actually drives results. Their insight into how premium video boosts brand search and quality leads has been a game-changer for us. It has empowered us to confidently scale our marketing with real impact. Connected’s expertise and data-driven approach enable our small team to compete head-to-head against much larger competitors who invest more heavily, by fine-tuning messaging and optimising media spend for maximum effect.”
