Chernigivske «Social Campaign»   Period: 08.06-12.07.2011
Campaign• Having been asked to make the online social campaign that is  focusing on a problem of responsible driving and u...
Screenshots examples
Premium banners were the best at CTR               240x350        728x90    468x60 Impressions    750 000       900 000   ...
Testmarket: banner with image frame put first had bestresults than banner with the teaser frame - users understoodbrand an...
Summary: All the indicators including impressions, cover,clicks and CTR were overdelivered                 Planned        ...
Banners have only image message “Took a sip – don’t drive” and no challenge     to click. Therefore, CTR isn’t high which ...
СTR by event 2 – more than 4%     CTR by events 3 + 4 – 0,5%     CTR by clicks - 0.18                                     ...
Users engagement into game is extremely high:More than 5% users, who saw banner on the UMH sites, started to play with it....
More than 4% users played with banner, it’s really very high     value (average value is 1.5%)                            ...
Interest to banner and interaction stayed high even during     the last days of campaign                                  ...
The goal was achieved: to make a conscious user   involvement and deliver the social message by brand                     ...
SummaryKey indicators delivery is within the limit of acceptable deviations:     Impressions delivery – 100,4% (1 756 972...
SummaryThanks to test market of different versions of game banner, finally in rotationwas a banner with image frame coming...
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Che social pr_opeller

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Che social pr_opeller

  1. 1. Chernigivske «Social Campaign» Period: 08.06-12.07.2011
  2. 2. Campaign• Having been asked to make the online social campaign that is focusing on a problem of responsible driving and use of alcohol in such situations we negotiated effectively with the web-sites and got an exclusive possibility to place banners completely free of charge• The realized campaign was not a spot placement but a wide online campaign with total planned impressions amount of 1 750 000 which were fully delivered• Despite the prohibition to place banners with socially responsible content that contains brand logo we succeeded in arranging logo of Chernigivske at the banners
  3. 3. Screenshots examples
  4. 4. Premium banners were the best at CTR 240x350 728x90 468x60 Impressions 750 000 900 000 106 972 Clicks 1 382 365 18 CTR 0.18% 0.04% 0.02%
  5. 5. Testmarket: banner with image frame put first had bestresults than banner with the teaser frame - users understoodbrand and aim of the game, so engagement was higher 1 frame - image 1 frame - teaser CTR by Event 2 4.18% 3.83% CTR by Event 3+4 0.50% 0.50% CTR by clicks 0.20% 0.11%Event 2: The user started to playEvent 3 + 4: The final packshots are appeared
  6. 6. Summary: All the indicators including impressions, cover,clicks and CTR were overdelivered Planned Actual Difference Period 08.06 - 12.07 08.06 – 12.07 - Impressions 1 750 000 1 756 972 +0.40% +6 972 Reach 320 000 948 196 +196% +628 196 Frequency 5+ 1.85 -63% -3.15 Cover on EF 45 000 82 175 +82.6% +37 175 CTR, % 0.08% 0.10% +25% +0.02% Clicks 1 325 1 765 +33.2% +440
  7. 7. Banners have only image message “Took a sip – don’t drive” and no challenge to click. Therefore, CTR isn’t high which is standard for image campaigns, but the interaction rate of people who started playing game is very high Clicks delivery by sites CTR Clicks CTR by Event 2 CTR by Events 3+4Source: Adriver
  8. 8. СTR by event 2 – more than 4% CTR by events 3 + 4 – 0,5% CTR by clicks - 0.18 CTR delivery by weeks CTR, % CTR, % Event1: The mouse is hovering over the banner. Key campaign message was shown “Chernigivske. drink? Not sit behind the wheel” Event2: The user started to play Event3: Packshot "drink? Not sit behind the wheel“ ("выпил? не садись за руль") played Event4: Packshot "drink? Home in a taxi“("выпил? Домой на такси“) playedSource: Adriver
  9. 9. Users engagement into game is extremely high:More than 5% users, who saw banner on the UMH sites, started to play with it. Near 1% usersfinished game and saw packshots. 0.35% users clicked on the bannerOn the site delfi.ua more that 20%! users played with banner and 1.47% finished game and saw finalpackshots Unicque CTR by events CTR, % UMH Business Pack Delfi.ua 25,00% Event1: The mouse is hovering over the banner 20,00% Event2: The user started to play Event3 + 4: The final packshots are appeared Event5: The user clicked on 15,00% banner 10,00% 5,00% 0,00% Event 1 Event 2 Event 3+4 Event 5 (clicks)
  10. 10. More than 4% users played with banner, it’s really very high value (average value is 1.5%) Clicks and CTR delivery by sites Clicks CTR 4,07% 4,13% 0,51% 0,31% CTR by Event 2 CTR by Events 3+4Source: Adriver
  11. 11. Interest to banner and interaction stayed high even during the last days of campaign Clicks and CTR delivery by sites Clicks CTR 3,94% 2,82% 0,52% 0,28% CTR by Event 2 CTR by Events 3+4Source: Adriver
  12. 12. The goal was achieved: to make a conscious user involvement and deliver the social message by brand ChernigivskeMore than 4% of users got a real interest in campaign messageand started a game.We know they saw the key message for sure as it was shown atEvent 1, on a packshot.
  13. 13. SummaryKey indicators delivery is within the limit of acceptable deviations:  Impressions delivery – 100,4% (1 756 972)  Coverage delivery – 296% (948 196)  Coverage on EF=5 delivery – 183% (82 175), we maximized coverage on EF  CTR by click delivery 125%, CTR= 0.10%
  14. 14. SummaryThanks to test market of different versions of game banner, finally in rotationwas a banner with image frame coming first. Therefore, every person sawimage message even without engagement into the game which was the keygoal.The game interactive format proved to be very effective as users engagementand even CTR by click extremely higher than in horizontal: • more than 5% users played with a banner • more than 1% finished game and saw final packshots • unique CTR is 0.3% vs 0.03% in horizontal format
  15. 15. Thank you!
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