Brand: Chernigivske

Period: 01.06.11 -20.07.11

Chernigivske Rejuvenation

• Campaign goals:

- Reapprove leadership position vs. competitors

- Announce Brand Rejuvenation (new VBBP) in line with ATL

campaign but in digital language

- Maximize TA unique coverage and on effective frequency

in digital

- Increase total coverage (TV + digital)

• TA: M 18-50

• Main Competitors: Obolon, Lvivske

Brief

• Campaign Chernigivske Rejuvination was very significant. To

achieve the maximum effect and quality of contact with audience

was used several instruments, including non-standart placement on

the high affinity site Korrespondent.net

Media Solutions:

MPU banner campaign

Banner idea:

the banner’s hero was interacting with a popular Korrespondent.net site’s

content. Every time when the question appeared “What Ukraine could be

proud of?” the banner hero was taking a reply from an article placed on

Korrespondent.

Banner mechanics

Impressions

Reach

Frequency

Reach TA

Reach TA on EF=1

CTR, %

366 175

1,09

400 000

191 040

191 040

0,19%

Reach on EF=1 366 175

Summary: Impressions and coverage are within the limits

of acceptable deviation

Clicks 757

Period 01.06 – 30.06

Source: AdRiver, Gemius Direct Effect, Gemius Profile Effect

As the banner start should have been initiated by a user - Event 1- CTR

6.32% - which indicates high banner interaction. As the banner goal was

image enforcement such high CTR proves overachievement.

Source: AdRiver

Site

Format

placeme

nt

Actual

Impressio

ns

Clicks Event 1 CTR%

Click CTR% Events

podrobnosti.ua 290*300 272 526 215 21 318 0,08% 7,82%

segodnya.ua 240*350 400 000 164 15 687 0,04% 3,92%

focus.in.ua 300*250 250 001 208 9 895 0,08% 3,96%

pravda.com.ua 300*250 200 000 171 8 198 0,09% 4,10%

gazeta.ua 240*350 250 000 169 13 072 0,07% 5,23%

all-biz.info 240*350 300 000 444 11 257 0,15% 3,75%

comments.net 240*350 301 440 166 17 996 0,06% 5,97%

tochka.net 300*250 1 000 000 579 24 233 0,06% 2,42%

bigmir.net 300*600 675 000 874 47 185 0,13% 6,99%

i.ua 300*600 900 003 1 470 74 050 0,16% 8,23%

tochka.net 300*600 1 000 003 1 244 104 257 0,12% 10,43%

gismeteo.ua 240*350 900 000 1 367 54 986 0,15% 6,11%

meteoprog.ua 240*350 1 151 982 1 191 68 565 0,10% 5,95%

football.ua 240*350 500 000 880 22 287 0,18% 4,46%

sport.com.ua 240*350 315 637 275 15 787 0,09% 5,00%

dynamo.kiev.ua 240*350 300 000 167 21 936 0,06% 7,31%

terrikon.dn.ua 300*250 243 674 166 18 195 0,07% 7,47%

Screenshots: Korrespondent.net

Analysis of social-demographic

profile of campaign

Audience profile (had contact with campaign) Audience profile (clicked on banner)

Source: Gemius Profile Effect, Gemius Audience

Campaign profile Gemius sites profile

We have covered ≈52,5% of male audience, meantime that

natural delivery by site split is 1,23% less. Clicks on

banner were distributed evenly between men and women

Audience that had contact with campaign Audience that clicked on banner

Source: Gemius Profile Effect

Male audience in LDA made 50% of covered audience and

committed more than 45% of clicks

Key indicators delivery within the limit of acceptable deviations:

• Impressions delivery: +11% (+ 1 889 745 bonus impressions)

• Coverage delivery: +2% (+ 148 934 unique contact)

• Coverage by TA: +28% (+ 495 876), we maximized coverage by

Chernigivske target audience

• CTR by click delivery: +13%, CTR = 2,76%

• Clicks delivery: +26% (+105 911)

• CPT was optimized for 10%

• CPC was optimized for 20%

Summary