Summary
Queen’s University, a leading AI and research institution, partnered with seoplus+ to better engage Canadian policymakers with its AI and supercomputing research. They faced challenges in reaching and converting this highly niche audience, so we implemented a hybrid Meta and LinkedIn campaign designed to balance scale with precise targeting. The result: 567 qualified newsletter sign-ups and increased visibility among key government stakeholders.
Download the Full Case StudyThe Challenge
The core issue was reaching and converting a highly specific, hard-to-scale government audience, where audience skepticism and limited targeting options led to high acquisition costs and a risk of low engagement.
The Approach
- Hybrid platform strategy using Meta for scale and LinkedIn for precision targeting
- Research-driven creative highlighting AI expertise and policy relevance
- Ongoing optimization of budget and messaging based on performance
The Results
Scaled qualified lead generation
- 567 newsletter sign-ups
- Strong engagement within a niche audience
- Consistent conversion performance
Improved cost efficiency
- Majority of conversions from Meta
- Lower cost per acquisition
- Efficient budget allocation
Strengthened credibility with policymakers
- Targeted LinkedIn engagement
- Senior-level audience reach
- Increased authority in the public-sector space
