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Crafting a High-Value Lead Generation Strategy for Private Jet Ownership

Disciplines covered

Brand Positioning • Content • Digital Marketing • Marketing Strategy • SEO • Strategy

DAC Group was tasked with formulating an innovative digital marketing strategy for NetJets, aimed at reaching ultra-high-net-worth individuals across Europe, the Middle East, and Africa. The focus was on optimising digital channels to engage this elusive audience effectively.

The Challenge

NetJets faced significant challenges in reaching and measuring the impact of their marketing efforts towards ultra-high-net-worth individuals. Traditional digital marketing techniques fell short in both reach and ROI, with escalating costs and underperforming KPIs. DAC Group needed to reevaluate and strategise the client’s budget allocation across various markets and mediums to enhance lead conversion rates and bolster brand presence in growing markets.

Our Approach

DAC Grouo’s solution hinged on a bespoke digital-first omnichannel strategy:

  • Analytics Overhaul: Initiated by refining web analytics and ensuring precision in data tracking and interpretation.
  • Audience Targeting: Conducted comprehensive audience analyses to refine the digital marketing mix, emphasising engagement through social channels.
  • Micro-Moment Strategy: Implemented a targeted approach to capture the UHNWI audience in environments such as private airports and luxury events.
  • Paid Media Optimisation: Refined existing channels and explored new ones to optimize media spend.
  • SEO and Content Strategy: Developed to educate and guide potential customers along the purchase path.
  • Sales Integration: Crucially linked sales data with media reporting to align marketing efforts with actual sales outcomes.


  • Analytics and Marketing Science
  • Digital Media Strategy
  • Search Engine Optimisation
  • Strategic Insights
  • Content Strategy
  • Search Engine Marketing


The strategic realignment led by DAC Group delivered remarkable results:

  • Increased Visibility: Achieved a 118% rise in user engagement and a 74% increase in brand searches.
  • Reduced Costs: Saw a 48% reduction in the cost per lead, maintaining the budget.
  • Improved Engagement: Enhanced CRM integration facilitated better customer education and insight into conversion barriers.
  • Proven Social Media Efficacy: Overturned previous assumptions about social media’s ineffectiveness with tailored campaigns proving successful in lead generation.

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Discover how Pimento can transform your digital strategy to target high-value markets effectively. Contact our team for insights and tailored solutions.