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Chernigivske «Social Campaign»
Period: 08.06-12.07.2011
Campaign
• Having been asked to make the online social campaign that is
focusing on a problem of responsible driving and use of alcohol in
such situations we negotiated effectively with the web-sites and
got an exclusive possibility to place banners completely free of
charge
• The realized campaign was not a spot placement but a wide online
campaign with total planned impressions amount of 1 750 000
which were fully delivered
• Despite the prohibition to place banners with socially responsible
content that contains brand logo we succeeded in arranging logo of
Chernigivske at the banners
Screenshots examples
Premium banners were the best at CTR
Impressions
Clicks
240x350
1 382
CTR 0.18%
750 000
728x90
365
0.04%
900 000
468x60
18
0.02%
106 972
Testmarket: banner with image frame put first had best
results than banner with the teaser frame - users understood
brand and aim of the game, so engagement was higher
CTR by Event 2
CTR by Event 3+4
1 frame - image
0.50%
CTR by clicks 0.20%
4.18%
1 frame - teaser
0.50%
0.11%
3.83%
Event 2: The user started to play
Event 3 + 4: The final packshots are appeared
Summary: All the indicators including impressions, cover, clicks and CTR were overdelivered
Period
Impressions
Planned
1 750 000
Reach
Frequency
320 000
08.06 - 12.07
5+
0.08% CTR, %
1 325 Clicks
Actual
1 756 972
948 196
08.06 – 12.07
1.85
0.10%
1 765
Difference
+0.40% +6 972
+196% +628 196
-
-63% -3.15
+25% +0.02%
+33.2% +440
Cover on EF 45 000 82 175 +82.6% +37 175
Source: Adriver
Clicks delivery by sites
Clicks CTR
Banners have only image message “Took a sip – don’t drive” and no challenge
to click. Therefore, CTR isn’t high which is standard for image campaigns, but
the interaction rate of people who started playing game is very high
CTR by Event 2
CTR by Events 3+4
Source: Adriver
CTR delivery by weeks
CTR, % CTR, %
Event1: The mouse is hovering over the banner. Key campaign message was shown “Chernigivske.
drink? Not sit behind the wheel”
Event2: The user started to play
Event3: Packshot "drink? Not sit behind the wheel“ ("выпил? не садись за руль") played
Event4: Packshot "drink? Home in a taxi“("выпил? Домой на такси“) played
СTR by event 2 – more than 4%
CTR by events 3 + 4 – 0,5%
CTR by clicks - 0.18
Event1: The mouse is hovering
over the banner
Event2: The user started to play
Event3 + 4: The final packshots
are appeared
Event5: The user clicked on
banner
Users engagement into game is extremely high: More than 5% users, who saw banner on the UMH sites, started to play with it. Near 1% users
finished game and saw packshots. 0.35% users clicked on the banner
On the site delfi.ua more that 20%! users played with banner and 1.47% finished game and saw final
packshots
Unicque CTR by events
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
Event 1 Event 2 Event 3+4 Event 5 (clicks)
CTR, % UMH Business Pack Delfi.ua
Clicks and CTR delivery by sites
Clicks CTR
More than 4% users played with banner, it’s really very high
value (average value is 1.5%)
Source: Adriver
0,51%
4,07%
0,31%
4,13%
CTR by Event 2
CTR by Events 3+4
Clicks and CTR delivery by sites
Clicks CTR
Interest to banner and interaction stayed high even during
the last days of campaign
Source: Adriver
0,52%
2,82%
0,28%
3,94%
CTR by Event 2
CTR by Events 3+4
More than 4% of users got a real interest in campaign message and started a game. We know they saw the key message for sure as it was shown at Event 1, on a packshot.
The goal was achieved: to make a conscious user
involvement and deliver the social message by brand
Chernigivske
Key indicators delivery is within the limit of acceptable deviations:
Impressions delivery – 100,4% (1 756 972)
Coverage delivery – 296% (948 196)
Coverage on EF=5 delivery – 183% (82 175), we maximized
coverage on EF
CTR by click delivery 125%, CTR= 0.10%
Summary
Summary
Thanks to test market of different versions of game banner, finally in rotation
was a banner with image frame coming first. Therefore, every person saw
image message even without engagement into the game which was the key
goal.
The game interactive format proved to be very effective as users engagement
and even CTR by click extremely higher than in horizontal:
• more than 5% users played with a banner
• more than 1% finished game and saw final packshots
• unique CTR is 0.3% vs 0.03% in horizontal format
Thank you!