Work / Willerby

A star performance in lead acquisition


  • Web development
  • Interactives
  • Lead generation
  • Email Marketing
  • Content marketing

The Challenge

As one of the leading manufacturers of UK holiday homes, winter months can typically be a difficult time for lead generation. With significant growth targets for the business and the key spring buying period just around the corner, we were challenged with acquiring over 1,200 new potential datasets that would subsequently form part of ongoing CRM and email nurture activity.

Key results

  • 289%

    increase in datasets

  • 65%

    increase in sales revenue for January

  • 10,000

    new visitors attracted to the website

  • 178%

    increase in leads vs previous year

  • 230%

    greater results than targeted

The Approach

Using customer profiling data along with research into high-performing seasonal campaigns, we recommended a promotional campaign during December to incentivise data capture. We created an interactive advent calendar with rewards.

The campaign was promoted through a multi-channel strategy including email, organic and paid social and PR. Retargeting activity ensured those who engaged in the early stages of the promotion were kept up to date and nurtured with additional Willerby marketing activity.


The campaign exceeded all expectations. Our original datasets KPI was beaten by 230% and new website visitors increased by over 10,000.

We were able to attribute over 35 sales to our activity during the campaign period which delivered a 65% increase in sales revenue during January. A big idea that delivered big results.

“Since working with Big Brand I’ve found the whole team to be creative, insightful, reactive and most importantly performance driven. We really see Big Brand as an extension of our team, they come to us with new ideas and feed in to our own internal ideas. Having met various members of the different teams its clear to see that they have recruited an excellent team, with specialisms in every area we could ever need. I’d highly recommend Big Brand to anyone looking for a digital agency.”