case study integrated media campaign iefp impulso jovem
TRANSCRIPT
3. RESULTS
GOALS VS FINAL RESULTS
MEDIA MIX (ONLINE AND OFFLINE)
DIGITAL CAMPAIGN
PROJECT AND GOALS
with the DIGITAL CAMPAIGNwe achieved
51%
The campaign was fundamentalin raising website visits
and appliance intentions.
Creating awareness amongstthe target was extremely important
for the campaign's success.
Impulso Jovem is a program promoted by IEFP,a national public service that o�ers a range of measures to help create jobs - one of Portugal'smain problems nowadays.
We designed a digital strategy to promote the programamongst the target audience - young people and companies- which was supported by the creation of a website and anactivation campaign. These were our main goals:
WEBSITE VISITS: from 25.000 to 35.000/month
6 months duration: from November 7th, 2012 to May 6th, 2013 :
November 7thCampaign Start: - Google Search- Google Retargeting- Display site
- Facebook - LinkedIn
targeting.
April 2ndProgram measuresgot an overhaul,raising its awarenessin the media.
googlesearch
display sitetargeting
googleretargeting
FB Ads LinkedInmedia press IEFPflyers
websitevisits
Goals
Results(average/month)
applianceintentions
newslettersubscription
from 25.000to 35.000
10% ofvisits
2% ofvisits
59.248 16,5% 2,6%MONITORING AND OPTIMIZATION
Constant monitoring and optimizations were crucial
to the campaign's success.
January 7thExclusive onlinepromotional video - Google display site targeting (young people).- Youtube: channel and website featured area.
Plan Optimizations:- Investment reallocation to better performance formats.
DECOCT FEB MAR MAYNOV JAN APR
THE IMPORTANCE OF DIGITALIN AN INTEGRATED MEDIA
CAMPAIGNno. of visits no. of appliance intentions
digital campaign
NEWSLETTER SUBSCRIPTIONS: 2% of the visits
59%visits
1. THE CHALLENGE
APPLIANCE INTENTIONS: 10% of the visits
2. CAMPAIGN
3 main peaks on website visits and appliance intentions were registered:
applianceintentions
20K
40K
60K
80K
10%
20%
30%
40%
14,8%
20,9%47 702
72 34076 922
16,7%