CASE STUDY · CEO GROWTH
2,044 qualified decision-makers sent to Penzilla in four weeks.
A video + targeted views campaign that reached only the people who choose pension providers at Germany’s established mid-sized businesses, and turned more than 1 in 20 of them into website visitors.
THE CHALLENGE
A small buying audience, and a complex product.
Penzilla runs pension administration digitally for established German businesses, many of which still manage complicated occupational pension schemes by hand.
The people who can buy it are a narrow group: HR, benefits, payroll and finance leads at companies of the right size. Broad awareness wouldn’t help. Penzilla needed those specific people on its website.
THE APPROACH
A story worth watching, shown only to people who can buy.
We made a documentary about what HR teams actually deal with: administrative complexity, compliance pressure and manual processes. It combined documentary storytelling with clear commercial proof points.
We then ran it as a four-week targeted campaign against a hyper-focused decision-maker audience, geo-fenced around the cities where Penzilla’s ideal clients are concentrated, and optimised throughout for one thing: qualified visits to Penzilla’s website.
FILMED & PRODUCED WITH BLACKROOK MEDIA
Broadcast craft behind every frame.
The Penzilla documentary was made by BlackRook in partnership with our commercial colleagues at T&G Media. We work together with clients to shape the story. Our teams then together run the campaign that puts it in front of the right audience.
BlackRook and T&G combine to provide craft crews, the journalistic storytelling and the broadcast-quality. We then ensure that what we produce is seen by precisely the people our clients want to reach.
Your Story. Our Craft.
THE AUDIENCE
Not "everyone in Germany." Only the people who sign off.
Most B2B advertising pays to reach thousands of people who will never buy. We go the other way. Before anything is spent, we agree a tight ideal-customer profile with the client, and the campaign reaches nobody outside it.
So the 37,352 people reached were drawn from Penzilla’s buying audience, and the clicks Penzilla received came from people worth a sales conversation.
- Company size
- 200–2,000 employees
- Business type
- Established firms with complex occupational pension schemes
- Functions
- HR, employee benefits, payroll & finance
- Seniority
- Senior decision-makers and budget holders
THE METHOD
Geo-fenced around client clusters.
Penzilla’s ideal clients aren’t spread evenly across Germany. They’re concentrated in a few major commercial centres. We mapped those clusters and geo-fenced the campaign around them, so the budget went where the buyers are.
Inside each fence, we layered the audience profile on top: company size, function and seniority. A person had to be in the right place and fit the profile to see the campaign.
Over the four weeks we kept moving spend towards the clusters and audience segments that were sending the most qualified traffic.
Result
Click volume was highest in exactly these four cities, so the people engaging were the ones we aimed at.
THE RESULTS
From the right audience to Penzilla’s website.
5.47% of everyone reached went on to visit Penzilla. Because the audience was only qualified decision-makers, that’s 2,044 warm prospects for the sales team to follow up.
01 · Reached
37,352Inside the defined audience only02 · Video views
27,936Watched the story03 · Engagements
8,634Reacted, commented, shared04 · Visited Penzilla
2,044Unique visitors to the siteSee the full four-week results
| Campaign metric | Four-week result |
|---|---|
| Reach | 37,352 |
| Impressions | 54,406 |
| Video views | 27,936 |
| Engagements | 8,634 |
| Link clicks | 2,291 |
| Reported CTR | 5.26% |
| Unique outbound clicks | 2,044 |
| Unique outbound CTR | 5.47% |
THE PACKAGE
What video + targeted views gets you.
Documentary content, shown only to the people who make the buying decision, and measured by the qualified traffic it sends you.
01
Film
A short documentary about the real problem your buyers deal with, backed by proof that you solve it.
02
Define
We build your ideal-customer profile with you: company size, sector, function and seniority. If they can’t buy from you, we don’t pay to reach them.
03
Geo-fence
We map where your target clients are concentrated and focus the campaign on those clusters, so there’s no spend on the wrong regions.
04
Convert
We optimise throughout for one outcome: qualified prospects arriving on your website, ready for your sales team to follow up.
BEYOND B2B
Need to reach a wider audience? We do B2C too.
The same model works at consumer scale: documentary storytelling, distributed with intent. A B2B campaign narrows in on a defined set of decision-makers. A B2C campaign reaches broad public audiences across regions, interests and demographics, and keeps the same precision.
Whatever the industry, people respond to real stories about real people. Renewables and bio-energy, hospitality and travel, farming, agriculture and manufacturing: we make documentary content that helps the public understand, trust and act, and we put it in front of the audiences that matter to you.
Reach at scale
Regional, national or international audiences, built from interests, behaviours and life stages, not just demographics.
Precision by place
The same geo-fencing we use for B2B, applied to towns, regions, venues and destinations where your audience lives, works and travels.
Built to drive action
Bookings, enquiries, sign-ups, visits. We optimise for the outcome you need, not for views.
story
Put your story in front of the people who matter.
B2B or B2C, tell us who you need to reach. We’ll show you what a campaign could deliver for you.
