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Brand awareness Case Study
1. Case Study
Brand Awareness Through Custom Editorial & Brand Integration
We helped PetSmart Charities
build brand awareness and
created brand engagement
specifically for their November
2013 National Adoption Weekend
Event.
This Case Study will highlight:
● Custom Editorial Placements
● Social Placements
● High Impact Placements
● Successful Results
2. Custom Editorial Placements:
In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Top of List
Sponsored Editorial List Features:
● Custom Title
● Brand Logo Placement (clickable to
campaign landing page)
● List Description (500 character max.
with clickable copy to campaign
landing page)
● 5+ Cheezburger created or curated
posts (campaign budget will determine
total number of posts featured in list)
3. Custom Editorial Placements: (continued)
In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Middle of List
Sponsored Editorial List Features:
● Each post is given optional
custom title
● Content format may be an
image, video, or GIF (pending
licensing rights)
● Each post can have optional
description copy located
below the content. Copy must
be related to content and may
contain up to 4000 characters
max (not shown in this case
study)
4. Custom Editorial Placements: (continued)
In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Bottom of List
Sponsored Editorial List Features:
● Brand copy is allowed and
clickable at the bottom of the last
piece of content featured in list
● Voting engagement
● Registered Cheezburger users
can re-post list to their account
pages
● Social sharing tools include:
Facebook
Twitter
Google+
Pinterest
StumbleUpon
Reddit
Email
5. Custom Editorial Placements: (continued)
In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Comments
6. Custom Editorial Placements: (continued)
In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Results
In-Stream Clicks From Homepage of I Can Has Cheezburger? To List Page:
9,935 out of 420k Pageviews 2.37% CTR
Right Rail Promotion Clicks From Cheezburger ROS Homepage Channels To List Page:
9,733 out of 5.3MM Impressions served 0.18% CTR
Combined Total:
In 4 Days, Direct
User Engagement
For The Sponsored
List Was:
19,668 Clicks
0.34% CTR
Overall
7. Custom Editorial Placements: (continued)
ATF Sponsored Editorial Poll: The Best Part Of Adopting A Fur Baby Is - Before Vote
8. Custom Editorial Placements: (continued)
ATF Sponsored Editorial Poll: The Best Part Of Adopting A Fur Baby Is - After Vote
Overview: Cheezburger built a co-branded editorial poll and
delivered it in an ATF 300x1050 placement in the right rail. This
poll was delivered to users during the 4 day PetSmart Adoption
event to generate brand awareness combined with
engagement.
Results:
1,239 Votes out of 950k Impressions served 0.13% CTR
“Giving your new best friend a lifelong, loving
home” came in first place receiving 48.43% of the
votes!
Fun, positive, and funny brand engagement!
9. Social Placements:
Facebook and Twitter Posts: Top 10 Reasons To Adopt A Pet
Overview: Cheezburger posted the Sponsored Editorial List to our
Facebook and Twitter pages with bit.ly links to send referral traffic to the
List Page
Results: 184 Facebook “Likes” & 22 “Shares”
4 Twitter “Retweets” & 3 “Favorites”
115 Referral Clicks to List Page from Social Channels
10. High Impact Placements:
IAB Roadblocks
100% SOV on I Can Has Cheezburger during campaign flight for supplemental brand
awareness!
11. High Impact Placements: (continued)
In-Stream Sponsored Posts
100% SOV on I Can Has Cheezburger during campaign flight with contextually relevant
content!
In-stream Sponsored Post is
served directly in the
content well between the
3rd and 4th editorial post on
any given page.
Clickable title and clickable
image, video, or GIF with
optional brand logo will
direct users to your
campaign landing page.
12. High Impact Placements: (continued)
In-Stream Sponsored Posts
Overview: PetSmart featured 2 Videos and 8 Cheezburger created Images with brand-relevant captions that clicked
through to their campaign landing page.
Results: 2,330 Clicks out of 2MM Impressions served 0.12% CTR
13. Successful Results:
PetSmart Charities leveraged the pet and animal loving audience of I Can Has
Cheezburger? This is Cheezburger’s animal channel and subchannels that launched the
LOLcats meme into an Internet phenomenon!
Cheezburger uses comScore, Quantcast, and Google Analytics data to build custom
campaigns that are audience aligned with your brand’s target demo. As a result, Cheezburger
delivers successful campaign results:
● Campaign Flight: 11/7/2013 through 11/18/2013 (12 days total)
● Editorial & Brand Integration Overall Click Through Rate: 0.31%
(6.6MM Editorial Impressions Delivered)
● In-Stream Sponsored Post Click Through Rate: 0.12%
● Total Campaign Impressions Delivered: 22,802,544
● Overall Campaign Click Through Rate: 0.1%
● PetSmart Charities’ goal of finding 16,000+ pets a forever home at their National
Adoption Weekend Event was reached!!
