Case Study: From Impressions to Impact - How Brand Media Became Octet’s Growth Engine

Octet is a leading Australian financial services company specialising in trade, debtor, and supply chain finance. Its proprietary platform empowers SMEs to unlock working capital, improve cash flow, and streamline operations.

In a fiercely competitive B2B finance space, where trust is critical and rivals are backed by big budgets, every marketing investment has to deliver measurable, bottom-line results.

OUR APPROACH - CASE STUDY

The Challenge

The goal was clear: drive more high-quality leads in a competitive, trust-heavy category. To do that, Octet needed a partner who could help uncover what actually drives performance.

That meant moving beyond surface-level metrics like impressions or CTR and instead:

• Proving the commercial impact of brand media

• Identifying which channels and messages influenced bottom-funnel results

• Using data to connect awareness with action

Strategy & Execution

To meet the challenge, we focused on two complementary workstreams - both grounded in proving what drives performance, not just presence.

First, we leaned into premium brand video to boost salience and trigger high-intent behaviours. Then, we amplified conversion by testing and optimising creative at scale.

Together, these strategies turned awareness into action - and media investment into measurable growth.

Premium Video That Fuelled Search

• We activated brand video across high-reach, high-quality platforms — building relevance with decision-makers.

• To prove impact, we mapped 12 months of historical media and performance data. The result? Every major video flight was followed by a spike in branded search — and a lift in high-quality leads.

• This made one thing clear: Brand video wasn’t just raising awareness. It was creating intent.

  
  

A/B Testing That Built on Momentum

We doubled down on conversion by testing creative elements at scale:

• Iterative testing of formats, messaging, and CTAs

• Optimised for lead outcomes, not just engagement

• Applied learnings to media strategy and creative development

RESULTS

Outcomes

Brand exposure led to brand searches.

Brand searches led to better leads.

Better leads delivered real commercial growth.

In the last few months we have delivered:

• Significant uplift in brand search volume

• 106% increase in lead volume YoY

• 22% improvement in CPL efficiency

"Balancing brand and performance is never easy, but Connected truly understands the challenge. They don’t just run campaigns - they dive deep into the data to uncover and quantify what actually drives results. Their insight into how premium video boosts brand search and quality leads has been a game-changer for us. It has empowered us to confidently scale our marketing with real impact. Connected’s expertise and data-driven approach enable our small team to compete head-to-head against much larger competitors who invest more heavily, by fine-tuning messaging and optimising media spend for maximum effect.”— Russell Walsh, Head of Marketing & Communications, Octet