Holding the Plan Accountable
Longwood University’s PR firm turned to RedShift for online media planning and placement in 2008. They wanted to drive traffic to their website where prospective students could learn more about the University and download an application.
- Leverage a variety of online targeting solutions to reach a narrowly targeted yet transient online audience across multiple touch points.
- Find the target online audience as efficiently as possible by utilizing low Cost Per Impression (CPM) custom network channels with a high index for the target age.
- Optimize the campaign by creative type, optimal frequency and online activities that result in conversions.
- Precision retargeting reached users who have already expressed an interest in the University by visiting the website. This allowed us to maintain brand exposure, track online habits and increase conversions.
- Behavioral Targeting reached users whose online behavior qualified them for targeting. Qualified behavior was determined through demographic research and from the precision retargeting above.
- Impressions were delivered on custom channels based on their ability to reach the demographic in high concentration.
- All ads were geotargeted to reach only the University’s desired market for prospects thus reducing wasted impressions.
- Doubled click-thru rate and conversion rate from the prior agency performance.
- Site traffic, applications and enrollment were all increased.
- Gained valuable insight into the effectiveness of various creative messages.
Holding the Plan Accountable
McCain Foods USA brought in RedShift in to manage their politically inspired online
advertising campaign leading up to the presidential election of 2008. The goal was
to raise brand awareness for their frozen food products and engage the consumer
with a playful tie to the “McCain” name during the election.
- Build an online media plan that capitalized on the massive online audience seeking information on the presidential election.
- Deliver rich media creative including video meant to resemble actual election coverage.
- Target online grocery shoppers with an interest in the election.
- Delivered high-impact creative formats to local media websites consumers visit for daily news, traffic and weather with a fun politically-inspired message.
- Mitigate ad serving costs of rich media formats and optimize conversions by applying a frequency cap of two.
- Revised placements midway through the campaign to maintain the highest level of results.
- Used registration targeting where available to reach the desired geographic regions and gender.
- Reached 2.4 million unique users over a three week period.
- Achieved an interaction rate of 34.15% (compared to 15% industry average for CPG advertisers) with all rich media formats including expandable ads and video.
- Average length of exposure to the ads was 84 seconds.
- Client reported significant increase in site traffic.
Bondy’s Nissan turned to us to drive sales online and in their showroom for their Red Tage Sales Event. Bondy’s sought to gain a competitive sales advantage over their local and regional competitors.
- Design engaging online banner ads with a powerful call to action.
- Target an online audience looking to buy a car within 30 days.
- Use landing pages to present specific deals to the viewers and provide special incentives
- Deliver impactful online creative ads to local media websites where Bondy’s Nissan had significant share of voice.
- Optimize the campaign throughout based on response rate to various promotions.
- Eliminate under-performing creative placements and site placement to maximize ROI.
- Use best in practice opt-in registration for customer database population.
- Reached over 300,000 targeted unique users with promotions on specific vehicles.
- Over-delivered the campaign impressions by 36% with no additional media cost to the client.
- Generated a measurable increase in traffic to the Bondy’s Nissan website.
- Client reported significant increase in floor traffic in conjunction with online campaign.