Our work with a leading fairtrade FMCG client doubled their expected CTR and delivered 100% of video completes
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
