Highland Park asked us to grow their Inner Circle email database using social media advertising. While the primary objective was lead volume, we were equally focussed on quality - ensuring subscribers were genuinely interested in the brand, and unlikely to unsubscribe soon after joining.

We created two key assets each highlighting an incentive to sign-up: an animation highlighting the benefits, and a video shot in the style of an ‘unboxing’, which captured the moment of members receiving their physical welcome pack and lapel badge.

To keep sign-up friction low, we used Meta’s native lead generation forms instead of directing traffic off-platform. Leads were integrated into Highland Park’s CRM using Zapier automation, cutting the number of steps in the user journey, and ensuring subscribers received a personalised welcome email instantly. This element of personalisation was a first for Highland Park, and something that competitors brands weren’t currently doing, creating a more bespoke experience.

To avoid duplication and wasted impressions, we excluded existing and new sign-ups from ad targeting. This precision ensured that the budget was spent entirely on reaching new potential members.

The campaign generated 14,943 new email subscribers at a cost of just £1.07 per lead, growing Highland Park’s Inner Circle by 37%, with new members accounting for a fifth of the total list.

Ads reached over 2.3 million people, while simultaneously driving £4,632 in direct web sales. Thanks to precise targeting, CRM integration, and engaging creative, the campaign didn’t just deliver volume - it delivered value.

The personalised experience and instant email response helped build affinity with the brand from the moment of sign-up, setting a new benchmark for future CRM activity.