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RSPB case study


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Various optimisation techniques were used to improve the performance and efficiency of this digital display advertising campaign.

By using our control, test and learn approach to campaign optimisation, it was great to report continuous improvement in performance month in, month out.


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RSPB case study

  1. 1. Improvingperformanceandefficiency… …transparentprogrammaticoptimisationwithahumantouch
  2. 2. background A client for over 8 years, we have worked with the RSPB to DELIVER effective digital marketing activity focused on MEMBERSHIP and encouraging public participation in mass ENGAGEMENT events and ADVOCACY campaigns. Following work to launch the new RSPB Giving Nature a Home campaign early in 2014, our attention turned to optimising MEMBERSHIP activity for the second part of the year.
  3. 3. thechallenge 1. Further increase the cost effectiveness of membership display campaigns. 2. Focus the optimisation strategy solely on the primary objective of membership. Primary Targets Secondary Targets Memberships Shop sales Raffle Sales Campaign Participation H2 Strategy Focus
  4. 4. thestrategy RSPB display activity is delivered through a combination of programmatic media buys via our agency trading desk, Kaizen, and publisher direct and network deals, as well as through paid social platform campaigns. Cost-efficient memberships are delivered through a strategic balance of dynamic re-targeting and prospecting investment with precision targeting overlaid to ensure we reach the right audience, at the right time, in the right environment and at the right price. Activity is planned monthly so that campaigns are agile and flexible; optimised to the latest performance insights and taking advantage of any new media and targeting opportunities, e.g. TV Synch which enabled us to synchronise our digital media spend in real-time with the client’s aired TV campaign.
  5. 5. theoptimisations We establish a Control, build a test and learn approach to campaign optimisation that allows us to achieve continuous improvement in performance, month in, month out. Our activity is optimised to conversions and a CPA target primarily, but within our reporting powered by our bespoke technology we are able to reveal full line of sight into which targeting strategies performed. Optimisations included: Banner development • Messaging tests to maximise membership conversion, first tested in PPC to learn quickly • Testing specific membership types messages e.g. adult, family and gift • Mobile creative launched to maximise reach Re-targeting strategy • Encouraging membership amongst previously exposed and, therefore, warm audiences from non-membership activity • Re-targeting reach expanded onto social channels Budget weighting • Optimised towards lowest cost per membership placements Attribution analysis • Understand the influence of individual display placements on other placement and channel performance to maximise overall ROI
  6. 6. reportingandperformance management Reporting is delivered through our bespoke software and a sophisticated DoubleClick set up to enable detailed regular data analysis by our data scientists and experienced campaign managers, to ensure ROI is attributed back to specific budget lines. Reports are provided to the client twice a week, with end to end insights into performance, optimisations and recommendations for testing and development. Taking account of multiple digital campaigns and budget lines, we developed bespoke reporting to provide a clear line of sight into our performance against the primary KPI (membership) and also secondary measures for each campaign, together with detail on conversion. This gave RSPB full visibility of all the value delivered by their online marketing investment. Front end metrics Primary targets Secondary Measures examplereport
  7. 7. theresults- So, how did we do? Membership recruitment via digital marketing exceeded volume targets over the 7 months from Sept to March. Cost efficiency also increased with a 52% reduction in cost per membership. “Thanks to Equimedia’s sophisticated reporting systems, we received regular updates and insights on campaign performance. This meant we had great visibility of the value being delivered by our marketing investment throughout the campaign.” Carol Lamey, Internet and Digital Marketing Channel Manager, RSPB