The brief
When they wanted to launch a new cheesy bagel and maximise the reach of their multi-channel campaign, they realised TV and out-of-home ads close to stockists and promotional offers could only reach a proportion of their total potential target audience in the UK.
The result
Profiling of NYBC target audiences had previously revealed that digital and social were important parts of their everyday lives, so a programmatic digital campaign was created. That boosted the TV and Out of Home offline activity where it appeared, particularly through mobile, extending its reach. In addition, paid-for visibility for special cheesy bagel content was created for Facebook and Instagram, which included new recipe ideas and encouraged sampling.
The campaign over-delivered in impressions, clicks and engagements, resulting in a cost per engagement (CPE) of only £0.12p. Site traffic was boosted by 2205% and amazingly 92% of the site visitors had not visited the site before! Rich media formats in the programmatic display campaign and the social media placements delivered the lowest CPE’s, and great insights were delivered through testing different creative concepts in each channel used.
Click the button below to see one of the Rich Media adverts (best viewed on a desktop as this was not created to viewed on mobile devices).
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