Up and Go

Overview:

Having researched the target audience for each product; looking into their media habits and which media channels they were most likely to engage with, we produced a media plan that consisted of several high impact and retail OOH opportunities, as well as highly targeted Digital and Paid Social activity. We used distribution data to ensure our media placements were in the locations relevant to retail, and ran the activity with a time-targeted strategy around key promotional periods, in order to measure the impact this would have on overall sales.

The Results:

Campaign Highlights

• 55% reduction in Digital Cost Per View vs. previous agency results.
• OOH delivered over 80% overshow across all static formats.
• Delivered video view through rate was 168% above benchmark.
• Over 43,000 clicks to retail landing page

 Insight Analysis

• Massive uplift in sales, leading to highest-ever weekly sales levels within the first month of the start of activity
• Disciplined media targeting helped generate repeat purchase amongst over a  third of the new consumers brought in
• Test-and-control analysis revealed the most effective media activities, and which ones to adapt/replace in subsequent campaigns