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Case study
Feats · Project and portfolio network for creative and digital professionals, Denmark

92 conversions tracked in 5 months of LinkedIn Ads.

Feats is a network where professionals show the projects they worked on and get credit for them. We built three LinkedIn audiences from scratch, tested every image and line of copy, and sent 1,879 designers, marketers and team leaders to the Feats website.

  • 5 months
  • LinkedIn Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy and graphics
  • A/B testing
  • Retargeting
  • Monthly reporting

Who we targeted

1Audience

  • Freelancers and young professionals
  • Team and company leaders
  • Staff at large Danish brands
  • Website visitors (retargeting)

Three audiences ran side by side from the first week, each with its own images and copy.

2Industry

  • Design and creative
  • Marketing and media
  • Consulting
  • Digital products

3Company size

Freelancers
  • Independent professionals
Brand audience
  • Large companies

4Job titles

  • Freelance designers and creatives
  • Marketing and communication roles
  • Product managers
  • Directors, owners and team leads

5Countries

  • DKDenmark
The numbers

The right professionals clicked, again and again.

Results from Feats' LinkedIn Ads reports over 5 months.

92

Conversions

Sign-up conversions LinkedIn tracked in the ad account while our campaigns ran.

1,879

Website visits

Clicks from our 16 image campaigns to the Feats website.

1.38%

Click-through rate

For the brand audience in weeks 5 to 9, about four times the 0.35% LinkedIn benchmark.

4.53%

Best ad

Click-through rate of the top ad: a short text that called out the reader's own company.

Leaders audience, first month to second month
1.23%click-through rate, up from 0.55%

We cut the industries and job functions that did not respond, then tested short, medium and long copy. Bullet points and the line "all your projects in one place" won, and the click-through rate more than doubled.

Weeks 1 to 40.55%
Weeks 5 to 9, after testing1.23%

Click-through rate is clicks divided by impressions, as reported by LinkedIn.

ChallengeMake a new kind of network click

Feats was growing its member base and needed the people behind real projects to find it: freelancers, designers, marketers and the leaders who hire them.

A new platform is hard to explain in one line, and the audience sees ads from every tool and network out there.

The goal: get the right professionals to stop scrolling and visit Feats.

SolutionThree audiences, tested every week

We set up three audiences: freelancers and young professionals, team and company leaders, and staff at a list of large Danish brands. Each got its own images and copy.

After two weeks we removed the job functions and industries that did not respond, then tested short, medium and long copy. Next came ads that named the reader's company, campaigns for design and other creative interest groups, and retargeting of website visitors.

Every learning went into one shared playbook: call out the role or company, use arrows and a clear button, say "join" instead of "sign up", and use bullet points.

ImpactTwice the visits after the first month

Website visits from the three main audiences doubled from 332 in weeks 1 to 4 to 657 in weeks 5 to 9, and the combined click-through rate rose from 0.76% to 1.18%.

All three audiences ended well above the 0.35% LinkedIn benchmark, the best at 1.38%.

Over 5 months our image campaigns sent 1,879 visits to the Feats website, and LinkedIn tracked 92 conversions in the ad account.

How we helped

What we did, and when

From strategy to a tested playbook in five months, with a status meeting and an action plan along the way.

  1. Before launch

    Strategy and targeting

    A strategy workshop to map the audiences, the message and the reasons people join. We built three audiences and the first images.

  2. Week 1

    Launch

    Image ads went live to all three audiences, with the brand audience at 1.17% click-through rate in the first month.

  3. Weeks 3 to 9

    Testing and optimisation

    We trimmed the audiences and ran a copy test. Click-through rate reached 1.00%, 1.23% and 1.38% across the three audiences, and the best ad hit 4.53%.

  4. Months 4 and 5

    Results

    Company, interest and retargeting campaigns added. In total our image campaigns brought 1,879 website visits, and 92 conversions were tracked.

Month by month

Visits doubled once the tests paid off.

Website visits from the three main audiences for each report period, with the combined click-through rate.

Website visits from the three main audiences

Freelancers, leaders and brand audiences combined, by report period.

Website visits
  1. 332
    Weeks 1 to 40.76%
  2. 657
    Weeks 5 to 91.18%
  3. 542
    Weeks 10 to 16

How we count. Months are counted from the first campaign. All figures come from the three LinkedIn Ads reports Feats received. Website visits are clicks to the Feats website as reported by LinkedIn. Weeks 1 to 4 and weeks 5 to 9 are the totals reported for each audience in those periods; weeks 10 to 16 is the final cumulative total minus the earlier cumulative total. The 1,879 total covers all 16 image campaigns, including those aimed at specific companies and interest groups. Click-through rate is clicks divided by impressions; the combined rate adds the three audiences together. Conversions are the total LinkedIn tracked in the ad account from the first campaign to the final report, across all campaigns including retargeting. The 0.35% benchmark is as quoted in the reports.

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