Planning for the programme began with analysis of how Ovarro’s messages were being encountered and reused across digital channels. The team reviewed historic LinkedIn performance, email engagement data, search behaviour, and Salesforce campaign outcomes to understand which themes retained meaning once separated from their original context.

This analysis showed that product-led messaging struggled to hold attention when surfaced in isolation, particularly on social platforms. By contrast, campaigns framed around wider industry pressures, such as drought resilience, leakage reduction, and operational risk, performed more consistently across channels. These themes provided a narrative structure that could be recognised and reassembled by audiences encountering content in different formats and at different points in the decision cycle.

Based on this insight, the programme adopted a narrative marketing approach. Each campaign was built around a core storyline that could travel across paid social, search, email, and landing pages without losing technical accuracy. Social media was used to test which narratives resonated most strongly, with performance data informing how those themes were extended through search activity and gated content.

Campaigns were planned as a series of connected messages rather than standalone assets. Early activity focused on framing the problem in sector-relevant terms, followed by content that demonstrated how Ovarro’s technologies addressed that challenge in practice. This structure allowed audiences to engage at different depths while maintaining consistency across platforms.

Audience targeting was informed by role, sector, and geographic relevance, ensuring that narrative themes were aligned with professional context. Weekly reporting enabled refinement of messaging and channel emphasis, with higher-performing narratives prioritised for further investment.

The programme combined paid and organic LinkedIn activity with targeted Google Ads campaigns, using narrative marketing to ensure messages remained coherent as they moved across channels. Core campaign narratives were tested through social activity, with performance data guiding how those themes were extended through search and email.

Salesforce Account Engagement supported email deployment and form tracking, while Salesforce CRM enabled lead attribution and progression monitoring. All paid and organic traffic was directed to campaign-specific landing pages designed to carry the narrative through to gated content and lead capture. Performance was reviewed on a rolling basis, with narrative emphasis refined in response to engagement and cost-efficiency signals. All of this work was delivered directly by Stone Junction.

Performance was evaluated across paid social, paid search, landing page behaviour, and lead qualification, with KPIs aligned to the programme’s digital objectives. This enabled Stone Junction and Ovarro to assess how social-first activity translated into high-intent engagement and qualified commercial outcomes.

Results exceeded programme objectives:

73,750 LinkedIn impressions and 197 clicks were delivered, achieving an average CTR of 0.27%, exceeding the programme benchmark of 0.21% for tightly targeted specialist audiences.

Google Ads activity significantly outperformed CTR targets, with the Global Drought Awareness campaign achieving a 14.74% CTR and Mikron5 activity delivering a 7.13% CTR, against a target of 1.98%, while maintaining average CPC below £0.60 across both campaigns.

1,051 landing page views were generated for the Global Drought Awareness campaign, with conversion tracking recording a 2.12% conversion rate, exceeding the programme target of 2% for gated technical content.

15 Marketing Qualified Leads were generated across the programme, surpassing the target of 8 MQLs, with all leads meeting agreed qualification criteria and passed into Salesforce for follow-up.

Crucially, these results delivered meaningful commercial relevance. For Ovarro, typical customer orders range from £250,000 to £1.5 million, meaning that even a single conversion would represent a significant return on the programme’s modest digital investment. Using the mean value of a sales lead, the 15 leads generated could be worth £13,125,000.

Insights from the highest-performing social themes have since been embedded into Ovarro’s ongoing digital strategy, with LinkedIn now used as a structured testing and qualification channel to guide future spend.

This programme demonstrated that social media can deliver measurable commercial value when used with intent and discipline, even within conservative and highly technical B2B markets. By treating LinkedIn as the foundation for message testing and audience understanding, and using search activity, email and content to support validated themes, Ovarro generated qualified leads on modest budgets.

The campaign model developed through this activity is now embedded within Ovarro’s digital planning. As future campaigns focus on higher-value infrastructure platforms, social media will continue to play a central role in shaping effective and efficient lead generation.