IAB case study for the Yellow Toolbar®

Thursday 24 May 2007

Case study details

Category: Yellow Pages ToolbarAdvertiser: Yellow Pages GroupAgency: Saatchi & SaatchiTitle: ToolbarResearch partner: Conversa Source

Yellow Pages achieves search innovation success with online

media

Yellow’s Business Objectives

Increase overall usage of the IYP and IWP, driving look-ups via the release of a Yellowbranded Toolbar.

Target Audience

Communications activity was focused on New Zealanders in the 19 -39 age group who browsed the web regularly. Additionally, Yellow wanted to target the 800,000 monthly unique visitors to Internet Yellow Pages and Internet White Pages.

The launch of the Yellow Pages Toolbar® into the local market enabled internet browsers to easily find businesses, products, people or places from the Internet Yellow Pages (IYP) and Internet White Pages (IWP), from wherever they were on the web. Launching this product innovation was easy – driving

users to download it was the challenge for online communications.

Sample banner activity – value message

Smile city emails

Campaign Measurement

• Promote the launch of the Yellow Pages Toolbar®, encouraging New Zealanders to download the application and easily search IYP and IWP.

• Position Yellow as the first tool internet browsers should use for everyday search events.

• Prompt continuous awareness of Yellow via a branded toolbar that remains fixed to a browser window.

• Increase the credibility of Yellow on the online marketplace by launching and promoting product innovation

Campaign Measurement

20,000 downloads of the toolbar within the first six months in the market.

Campaign Solution

• Use a promotional mechanic to drive increased levels of traffic to the Yellow Pages Toolbar® download page: Download the toolbar and win!

• Focus media spend on narrowcast mediums in order to meet campaign objectives – drive online traffic by harnessing the power of online mediums.

• Maximize media spend by concentrating banner placements on high traffic placements and scheduling a high rotation of creative.

Campaign Success

• Good results from online advertising, driving strong traffic levels to the download page.

• All CTR’s on all sites we advertised were well within industry standard for a campaign this size.

• Advertising on the NZ Herald resulted in the campaigns biggest highlights delivering an average CTR of 0.19%.

• Additional advertising on the NZ Herald site reaped 2,643 clicks or a 0.02% CTR and the NZ dating site delivered 3,860 clicks and a CTR of 0.01%.

• The most cost-efficient channel for this campaign proved to be a Smile City newsletter which generated a massive 22% CTR from a total of 126,609 emails sent.

• Campaign targets were met with just fewer than 20,000 downloads of the toolbar in the first six months.

• A total of 28,934 toolbar downloads and 64,000 searches in the first eight months; That’s an average of 8,000 searches per month.