Story
Offline and online spendingLynda RathboneMD, Four Square Media
Case study: major UK campaign for top 10 charity
The Challenge: to continue the user journey online for 7 offline campaign activities that all drive traffic to the website home page. The activities included:
- TV (brand and DRTV)- Print (door drops, inserts)- Shops/posters- Events- Transvision- Press/celebrity
Case study: major charity - UK campaign activity
The story: all the campaign activities were driving potential supporters to the website home page, although 95% of the budget was spent on the offline activities.
Once users landed on the home page, there was nothing from the campaign they recognised, leading to an 81% bounce rate, very low donations and confusing user journeys.
Case study: major charity - UK campaign activity
The Learnings: you can lead a horse to water but you can’t make him drink.
1. The website home page is the first port of call2. No point in spending money on things like keywords
without a supporting content strategy3. Contextualisation is key - one journey should have
many paths
Winners and losers quiz
Question seven
Who won a Nobel prize?
A. Albert Einstein
B. Stephen Hawkings
C. Michael Faraday
Winners and losers quiz
Question seven
Who won a Nobel prize?
A. Albert Einstein
B. Stephen Hawkings
C. Michael Faraday
Thank you
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