Our latest outcomes campaign brewed up double the expected CTR and efficiently managed the full delivery of guaranteed completed video views for a leading Fairtrade FMCG client

CLIENT BRIEF

Our Fairtrade FMCG client wanted to raise awareness across its key audience demographics. 

Celebrating a recent industry awards win, the campaign’s core KPI was CTR. Featuring a 6” video creative, an outcome of completed video views was to be agreed and met.

OUR SOLUTION

Targeting the client’s key audience demographics, we tracked their performance across other content areas.

A speciality selected blend of high attention, engaging ad formats, including in-banner video, Premium Only Video outstream and interscrollers, were utilised to support the strong creative. A CPCV outcome was included.

A brand study, measuring awareness, consideration, preference and action intent, was implemented and tracked all stages of the client’s purchase journey.

CAMPAIGN RESULTS

• 3.0m impressions delivered. The campaign delivered more than 3m impressions, with an additional 13.7k delivered vs. booked. This helped to drive 0.48% CTR – double the client’s expectations.

• 100% video completes. We efficiently managed and optimised the campaign throughout its two-month duration to ensure full delivery of cost per completed views for the video creative. Books & Literature readers were among the most engaged with the video creative, which highlighted the link between audiences interested in reading and the client.

• Brand lift up +32.5%. Our brand study showed a huge +32.5% growth in overall brand lift despite the brand being a recognisable FMCG brand. Preference was 4x higher than the industry average.

Sources: The Ozone Project,  Brand Metrics, 2022