Story Offline and online spending Lynda Rathbone MD, Four Square Media

Case study: major UK campaign for top 10 charity The Challenge: to continue the user journey online for 7 offline campaign activities that all drive traffic to the website home page. The activities included: - TV (brand and DRTV) - Print (door drops, inserts) - Shops/posters - Events - Transvision - Press/celebrity

Case study: major charity - UK campaign activity The story : all the campaign activities were driving potential supporters to the website home page, although 95% of the budget was spent on the offline activities. Once users landed on the home page, there was nothing from the campaign they recognised, leading to an 81% bounce rate, very low donations and confusing user journeys.

Case study: major charity - UK campaign activity The Learnings : you can lead a horse to water but you can’t make him drink. The website home page is the first port of call No point in spending money on things like keywords without a supporting content strategy Contextualisation is key - one journey should have many paths

Case study: major charity - UK campaign activity

The Learnings : you can lead a horse to water but you

can’t make him drink.

The website home page is the first port of call

No point in spending money on things like keywords without a supporting content strategy

Contextualisation is key - one journey should have many paths

Winners and losers quiz Question seven Who won a Nobel prize? Albert Einstein Stephen Hawkings Michael Faraday

Question seven

Who won a Nobel prize?

Albert Einstein

Stephen Hawkings

Michael Faraday

Winners and losers quiz Question seven Who won a Nobel prize? Albert Einstein Stephen Hawkings Michael Faraday

Question seven

Who won a Nobel prize?

Albert Einstein

Stephen Hawkings

Michael Faraday

Thank you

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