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!