Case Study Integrated Media Campaign IEFP Impulso Jovem

3. RESULTS

GOALS VS FINAL RESULTS

MEDIA MIX (ONLINE AND OFFLINE)

DIGITAL CAMPAIGN

PROJECT AND GOALS

with the DIGITAL CAMPAIGNwe achieved

51%

The campaign was fundamentalin raising website visits

and appliance intentions.

Creating awareness amongstthe target was extremely important

for the campaign's success.

Impulso Jovem is a program promoted by IEFP,a national public service that o�ers a range of measures to help create jobs - one of Portugal'smain problems nowadays.

We designed a digital strategy to promote the programamongst the target audience - young people and companies- which was supported by the creation of a website and anactivation campaign. These were our main goals:

WEBSITE VISITS: from 25.000 to 35.000/month

6 months duration: from November 7th, 2012 to May 6th, 2013 :

November 7thCampaign Start: - Google Search- Google Retargeting- Display site

- Facebook - LinkedIn

targeting.

April 2ndProgram measuresgot an overhaul,raising its awarenessin the media.

googlesearch

display sitetargeting

googleretargeting

FB Ads LinkedInmedia press IEFPflyers

websitevisits

Goals

Results(average/month)

applianceintentions

newslettersubscription

from 25.000to 35.000

10% ofvisits

2% ofvisits

59.248 16,5% 2,6%MONITORING AND OPTIMIZATION

Constant monitoring and optimizations were crucial

to the campaign's success.

January 7thExclusive onlinepromotional video - Google display site targeting (young people).- Youtube: channel and website featured area.

Plan Optimizations:- Investment reallocation to better performance formats.

DECOCT FEB MAR MAYNOV JAN APR

THE IMPORTANCE OF DIGITALIN AN INTEGRATED MEDIA

CAMPAIGNno. of visits no. of appliance intentions

digital campaign

NEWSLETTER SUBSCRIPTIONS: 2% of the visits

59%visits

1. THE CHALLENGE

APPLIANCE INTENTIONS: 10% of the visits

2. CAMPAIGN

3 main peaks on website visits and appliance intentions were registered:

applianceintentions

20K

40K

60K

80K

10%

20%

30%

40%

14,8%

20,9%47 702

72 34076 922

16,7%