BrandChamp Sparked Demand for Their Martech Platform Via LinkedIn Ads

 

In our intro call, Matt Fields, CEO of BrandChamp, gave us a one-liner brief:

“We want brands to turn their happiest customers into their loudest champions.”

BrandChamp’s a SaaS platform that makes it easy for companies to launch and scale brand ambassador programs. And they wanted brands to use this SaaS platform to turn their satisfied customers into their biggest advocates.

And our first job was to spark that curiosity among the right decision-makers in their target market.

That meant designing a LinkedIn ads campaign that didn’t just push demos…
but pulled the right people in with value.

 

The Challenge: Selling the Idea Before the Product

We knew one thing from the start:
Most B2B buyers weren’t actively searching for “ambassador marketing software.”

But they were looking for ways to:

  • Boost customer loyalty 
  • Drive word-of-mouth sales 
  • Build communities around their brands 

Our job was to meet them there and show them that BrandChamp was the missing link.

 

The Strategy: A Full-Funnel LinkedIn Ads Engine

To start, we built a LinkedIn ads funnel for Brandschamp.

We created a Lead Gen strategy with a MoFu → BoFu flow that pulled leads down the funnel through high-value content.

 

🎯 Targeting

Using LinkedIn Ad Manager, we reached:

  • Marketing managers, loyalty leads, and community managers 
  • Mid-to-enterprise D2C brands across the US 

 

📘 Middle-of-Funnel Content Offers


"If you want to sell something to LinkedIn users, don't sell them anything." that's our belief at Shivyaanchi, The LinkedIn Ads experts.
LinkedIn users use the platform to gain value and seek growth. They don’t want to be sold anything. Which is why, CTAs like “Book a demo”, “Sign up”, etc, don’t work well in LinkedIn ads.

You have to create a strategy as to how you can bring your Ideal Customer Profile (ICP) attention towards your solution- subtly. The best way to do that is by creating free lead magnets. Lead magnets are the free content material, typically in the form of an e-book (we primarily use PDF format for our lead magnets due to its simplicity).

And that’s what we did for BrandChamp, too.

To educate & spark interest about the ambassador marketing, we ran:

  • [eBook] Building a Great Ambassador Marketing Program
    • Ad copy:
       “Want to activate your best customers to drive sales and build awareness? Download our free eBook now.” 
  • [eBook] Brand Ambassador Marketing Strategies
    • Ad copy:
       “Want skyrocketing sales and a highly engaged team of passionate customers? Download our free eBook now.” 

These built awareness around why ambassador programs work.

 

💼 Bottom-of-Funnel Content Offers

To build trust & urgency, we ran success stories:

  • Passion Planner Case Study
    • How they scaled 900+ brand ambassadors to drive launches, events, and social buzz. 
  • Herbaland Case Study
    • How a Canadian gummy brand used ambassadors to boost sales without paid ads. 

These showed how BrandChamp makes it happen.

 

Best Performing LinkedIn Ad Creative for BrandChamp looked like this:

A LinkedIn single-image ad creative that brought the most number of leads for BrandChamp The text written on the image is, "Build a Successful Brand Ambassador Program" The entire picture has a white background. There are horizontal Blue-colored rulings on the page that makes it look like a school notebook. Then there are two cartoony hands that are arranging the letters 'R' and 'N' from the word BRAND.

 

The Creative: Simplicity Wins

We used single-image ads.

Because our motive was to encourage the audience to fill out the LinkedIn in-built lead generation form.

Clean visuals, strong headlines, and crisp copy.
No fluff. Just value and proof.

 

The Results: Numbers That Speak Volumes

By the end of the campaign, BrandChamp had successfully sparked demand and filled its pipeline with qualified leads.

Here’s what the average numbers looked like:

  • Conversion Rate: 12–20%
     → On all the LinkedIn ads we ran for BrandChamp, at least 12-13 out of every 100 people who clicked on the ads ended up signing up for the content offers or case studies, showing strong intent.  
  • CPC (Cost per Click): <$3
     → BrandChamp paid less than $3 for each click on their ads, which kept customer acquisition costs highly efficient. 
  • CTR (Click-through Rate): >1%
     → Over 1% of people who saw the ads clicked on them. A clear signal that the messaging and visuals resonated with their target audience. 
  • Engagement Rate: >2%
     → More than 2% of viewers liked, shared, or commented on the ads, proving they were generating buzz, not just impressions. 
  • Target Geo: US
     → All ads were aimed specifically at brand marketers in the US, ensuring only the most relevant leads entered the funnel.

Hundreds of decision-makers downloaded the content offers, and BrandChamp’s sales team had a pipeline full of qualified leads ready for discovery calls.

 

The ROI was satisfactory, the client was happy, and hence we were happy!

The Client’s Testimonial for Shivyaanchi: “Knows a ton about LinkedIn ads and is very easy to work with.” — Matt Fields, CEO at BrandChamp

 

The Takeaway

Instead of pushing demos to a cold audience, we educated the market first and let valuable content do the heavy lifting.

By the time prospects hit the bottom of the funnel, they weren’t asking “Why BrandChamp?”
They were asking, “How soon can we start?”

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