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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%