... read about stuff you didn't know of. EMOTIONAL BENEFITS ... PERFORMANCE MARKETING ... suited for reaching the target
A COLLABORATION +
CASE: READLY §
THE BRIEF
A spring campaign The brief: A ”cowboy-strategy” and a creative concept/campaign. Main media: OOH (subway, train stations, on trains) Supporting media: online film, radio, banners, DM The goal: Generate new leads and get more subscribers.
INSIGHTS Before Focus: Many titles and price
Now —>
Focus: The titles you need
99:- FOR THE THREE MAGAZINES I READ IS CHEAP
OUR SOLUTION
EMOTIONAL BENEFITS •
Pastime with quality
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Deepen your knowledge about your interests. With Readly you can read about everything from food magazines to supernisched interests like old tractors from the 50th.
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Enrich your life by broaden the horizon and read about stuff you didn't know of.
OTHER INSIGHTS •
Direct messages customized to the target audiences mindset in their current situation/location. Commuters on the subway or trains, traveling back and forth to their jobs.
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Branding campaign but with clear CTA
CONCEPT
”ON YOUR WAY?”
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Copy-focus: getting the attention with a smart headline and then look at the visuals to decode
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Broad concept: there’s many meanings in ”being on your way somewhere” - both physically and metaphorically .
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Actually saying: On your way to a new way of reading?
OOH: On your way to the same old routine? Broaden your horizons.
OOH: On your way to Stureplan? Blend in.
SUBWAY STREAMER
On your way to your mother-in-law? Make sure you know what you're talking about.
SUBWAY STREAMER
On your way home? Dream yourself away.
SUBWAY STREAMER
On your way to swipe right? Good luck!
DOOH DOOH
On your way to Skara? Get in the right mode and read everything there is to read about eurovision.
DOOH DOOH
On your way to Dreamhack? Have a energy drink and go into ”beast mode” the magazine Game Play
DIRECT MAILING
On your way to the usual? Broaden your horizons.
ON TRAINS
SUPPORTING FACEBOOK CAMPAIGN
PERFORMANCE MARKETING
Performance marketing is measurable marketing where the results decide what activities to do
Campaign overview The brief: Set the digital strategy for supporting the main OOH campaign and produce ad material / content. The goal: Generate new leads and get more subscribers. Support the offline campaign for campaign effect but also for retargeting after the offline campaign is over. Solution: Segment the target audience and produce a Ad-set best suited for reaching the target audience on Facebook. A digital strategy for finding new leads to get them to the website and then retarget them with a more ”aggressive” offer. Channels: Facebook
Examples on segmented target audience 1. Twins/lookalikes to existing customers 2. Friends of Readly-likers 3. Men and women with specific interests (sport, home decoration etc) 4. Visitors to the web page who had not yet converted 5. People who have seen the film 6. People that commute for at least 30 min
Ad formats on Facebook A. Film B. Slide show (headlines and creatives according to concept) C. Carousel (3–4 pictures, where every picture shows a handful of magazines from a specific genre, like ”fashion”) D. Canvas.
The campaign was set up in two parts Part 1: March 23rd – April 2nd: The first part of the campaign focused on engagement and gathered data in terms of custom audience, existing customers, target groups and creative. And also to support offline campaign. Part 2 April 3rd – May 10th: Convert subscriptions using retargeting and custom audiences/lookalikes.
Part 1 Starting week. Goal of the week: mapping the target groups demographic.
Part 1 Starting week. Goal of the week: mapping the target groups demographic.
Part 2 Adding retargeting with a new, more aggressive offer.
Easter New format ”canvas”. Retargeting. A new offer.
Easter New format ”canvas”. Retargeting. A new offer.
RESULT FOR FACEBOOK
Key numbers: • Total Ad spend: 106 042,- NOK • Total number of conversions: 183 • Part 1 CPO: 1350,• Part 2 CPO: 265,• Reach: 248 437 • Impressions: 1 126 678 • Unique clicks to webpage: 7608
