marketing

Kiwa accelerates lead generation, scalable across multiple themes

Company: Kiwa

meet:
Kiwa

Kiwa is an international company in testing, inspection and certification (TIC). The organisation helps companies obtain recognised quality certifications and also develops new certification standards, in a market where quality, safety and compliance are becoming ever more important.

Company

Kiwa

Services

Advertising on LinkedIn, Advertising on Google, Data & Web analytics, Content creation

Website

www.kiwa.com/nl

the challenge

In February 2024, Kiwa asked for support in generating more leads and more visibility for the MVO Prestatieladder. The ambition was to achieve more enquiries while strengthening its position as a thought leader on sustainability.

The question was clear:
how do you make lead generation predictable and scalable?

our solution

campaign foundation

BE Digital started with lead generation for the MVO Prestatieladder via LinkedIn Ads and Google Ads. In the first phase, a test set-up was deliberately chosen, with variants per target group, message and campaign type running side by side. This quickly showed which combinations delivered the most enquiries and where the media budget performed most efficiently.

measuring, tracking and adjusting based on facts

To base decisions on data, a measurement and tracking structure was set up straight away. This made it possible to follow results throughout the funnel and to make well-founded optimisations, rather than steering on assumptions. All performance, budgets and learnings were recorded in one central master sheet, as a shared source of truth. This made it easier to shift budget and priorities quickly, and to stay transparent internally about what did and didn't work.

structural visibility alongside paid campaigns

Alongside paid campaigns, we worked on structural visibility. BE Digital set up a LinkedIn showcase page around sustainability and put a content plan in place, so that Kiwa remained consistently visible on the theme of sustainability and certification, even outside the ads.

fixed cadence in collaboration and optimisation

Delivery is safeguarded with a fixed optimisation cycle, weekly alignment and short lines of communication via Microsoft Teams. With clear ownership per project, campaigns stayed in constant motion and changes could be implemented quickly based on the latest results.

the result

The combination of one recognisable employer story, target group profiles and a measurable funnel approach gave more grip on recruitment marketing. Kiwa saw not only growth in visibility, but also more clearly which target groups responded and via which route most applications came in.

average CPA:

€25

per lead, below
benchmark

repeatable campaign approach with tracking and a fixed optimisation flow

expansion to multiple teams and themes within Kiwa

Expansion to other themes

After sustainability, the same way of working was applied to other themes, each with a different route to results.

MKI (Environmental Cost Indicator)

Focus on awareness and understanding, with LinkedIn for targeted visibility and Google for active search demand.

Cybersecurity

Strong performance thanks to current compliance pressure, by testing propositions and moving budget to the best-performing variants.

Energy transition

A direct enquiry turned out to be too early, so we shifted to awareness with gated content. Those learnings were used straight away in the Green Gas programme.

In summary: by choosing per theme for direct results where possible and build-up where necessary, one campaign grew into a structural partnership. Kiwa gained more control over budget and performance, and an approach that can be used more widely within the organisation.

view examples of the
campaign

what the client says

“What started as a standalone campaign has grown into a broader strategic partnership!”

“The collaboration began with one campaign around MVO. By steering transparently on data and adjusting quickly, we gained insight into what really worked, in target group, message and channel. Based on that, we were able to broaden the approach to multiple domains, each time with a plan that fits the market and the stage of the target group. In doing so, BE Digital has supported Kiwa on multiple themes in structurally generating leads, with clear choices in budget and better predictability in results. What started as a standalone campaign has therefore grown into a broader strategic partnership!”

Astrid van Kempen

Marketing Manager Kiwa Nederland

the BE Digital Touch

This collaboration grew because choices were always explainable, based on data, learnings and clear priorities. With a fixed meeting structure and one central overview, calm emerged and teams could decide faster. What didn't work was adjusted, without noise or politics, and without losing momentum.

This was also thanks to the proactive Kiwa team with whom we worked on the controls every week. That made the collaboration scalable across multiple certifications and stakeholders, without the approach becoming fragmented.