Campaign of the Quarter: Storyhouse Spring Campaign 2019

This quarter we worked with Storyhouse to promote their 2019 Spring Season. Tasked with promoting a range of events targeted at various different audience groups, we created a multi-format advertising campaign encompassing high impact outdoor formats and bespoke, programmatic online display.

12 Sheets:
To reach audiences within commutable distance of Chester; we booked a number of high-impact 12 Sheets at train stations across the Merseyrail Network. Located in high-footfall areas of each station (ticket hall, station concourse etc), these large format posters proved a cost-effective solution for promoting numerous events at one time.

4 Sheet Adrails:
Whilst largely focusing on commutable audiences, it remained important to maintain a localised presence to capture the attention of local residents. 4 Sheet Adrails were booked at local stations including Wilmslow and Chester, and were strategically located on platforms carrying trains in the direction of Chester and Liverpool stations.

Open Programmatic Online Display:
Finally, to increase reach and provide monitorable results - a strategic, programmatic online display campaign was implemented to promote a more select number of events from the wider season. This activity was targeted towards a more refined group of audiences browsing behaviourally, contextually and thematically relevant content to that of Storyhouse and their chosen productions.

Having worked closely with Storyhouse since the launch, we had a high volume of audience insight gathered from bespoke audience pixels in place on the client’s website. This was factored into the campaign allowing us to re-target users who have browsed content on site but not yet converted to a purchase, as well as prospecting new audiences.

Overall, the campaign produced excellent results:

  • £50,437.14 revenue driven from an initial media spend of £2,550

  • 864 observed conversions producing a CPA of £3.47

  • 1,202,925 impressions delivered and a CTR of 0.07% achieved.

Storyhouse Literature Festival

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In Autumn 2018, we worked with Storyhouse to promote Chester’s annual Literature Festival. Presented with a modest budget, we were tasked with providing an advertising solution to promote a range of events across a broad variety of genres, and generate ticket sales throughout the duration of the festival.

Having worked in partnership with Storyhouse since the venue launch in 2016, we had a considerable amount of historical data at our disposal therefore we proposed that this be incorporated into a multi-platform, online display campaign with clustered creatives.

Given the high number of speakers/events during the festival, we recommended that Storyhouse cluster their events thematically which would allow us to showcase the greatest amount of content, whilst still ensuring we didn’t overwork the budget. We clustered the ads by four categories:

  • Headlining Acts

  • Fringe Festival

  • Hollie McNish

  • Lemn Sissay.

Each creative was overlaid with it’s own targeting to ensure that we reached the most suitable audiences, most likely to convert and purchase at ticket to one (or more) of the Literature Festival events.

The campaign ran for 6 Weeks and, we’re proud to say, generated excellent results:

  • £2,550 media spend vs £14,360 in ticket sales

  • Average order value (AOV) of £41

  • ROI of £5.63.

As a result of the campaign, we have continued to book online display activity for Storyhouse for both brand awareness and production-specific promotion. The learnings from each individual campaign are retained and used to enhance ongoing digital activity to ensure we maximise budget, increase revenue and continue to raise Storyhouse’s profile.

Marketing Manchester: Unmissable Weekends in Manchester

In 2018 we worked with Marketing Manchester on their ‘Unmissable Weekends in Manchester Campaign.' The campaign ran in conjunction with Manchester International Festival’s campaign to promote the Factory’s Trailblazer event at the Mayfield Depot: Heiner Goebbles: Everything that happened and would happen.

Focused around encouraging London-based culture lovers and tourists to head North for an unmissable weekend in Manchester, we planned a strategic multi-media campaign across press, high impact outdoor and Online Display.

To ensure Marketing Manchester achieved prime positioning in high footfall locations, we booked the impressive Motion screen in London Euston Station. Located beside the station’s timetable in the ticket hall, the Motion site dominates the area and provided excellent exposure to a range of audiences travelling through the station. Towards the end of the campaign we also negotiated a short-term rate on the London Euston Transvision Screen which provided additional presence in this prime location.

To compliment the outdoor activity, we also booked a number of press insertions including a dominant right hand page in Shortlist Magazine and a half page in the London Evening Standard life/culture section.

Finally, this was overlayed with a hyper-targeted online display campaign centered around tourists and visitors browsing content related to visiting Manchester, weekend breaks, UK staycations and Manchester’s cultural offerings.

Design Manchester Festival 2018

This quarter we are proud to have worked with Design Manchester on their 2018 festival campaign. Design Manchester is a city-wide festival of creativity and design, and encompasses over 40 talks, debates, films, workshops, exhibitions, fairs and parties all over the city. 

Now into it’s sixth year, this year’s theme focused around ‘DISRUPT’. With the largest student population across Europe and more cranes than ever hovering above our skyline representing rapid growth, DM18 recognised that our brilliant city was ripe for a rumble and the time had come to look at everything anew.

Hearing and learning from disruptors across all fields, this year’s festival celebrated, innovative and inspired ideas to help us forge our own creative paths in the face of a gloomy mediated future. To raise awareness of this we booked a strategic multimedia campaign comprising of Outdoor and Online display. This included a range of outdoor formats in high-footfall locations to ensure we raised the festival’s profile as much as possible. These included: Metrolink Panels, Legal Fly Posters and Bus Streetliners.

We complimented the outdoor campaign with a bespoke MEN display package which included 100k page impressions, 200k mobile MPUs and 200k in mobile banners - this was then supported with added value editorial and a social media presence.

Having worked with Design Manchester for the past three years, we’re excited to see what next year’s festival has to offer - here’s to DM19!

Greater Manchester Health and Social Care Partnership: Winter Wellbeing

In Winter 2017 we planned and booked a highly strategic online, press and outdoor campaign for the Greater Manchester Health and Social Care Partnership. Tasked with raising awareness for their Stay Well this Winter campaign, we implemented a number of promoted Facebook Page Posts,  a highly targeted Facebook Canvas ad, Taxi Advertising and local press adverts to encourage the people of Greater Manchester to take more care of themselves during the colder seasons. 

Around the same time we worked with GMHSCP on their Winter Flu campaign. The aim of the campaign was to raise awareness that the free flu vaccine is not just for the elderly but is also available for toddlers, we were therefore tasked with targeting three separate audiences; parents of 2-3 year olds, carers of the over 55's and, of course, the over 55's themselves. 

Both campaigns generated strong performance and produced great results:

Winter Flu Canvas - 
- 0.49% CTR
- 0.56% Canvas Engagement Rate
- 18.73% Canvas View Time
- 9,936 Clicks

Stay Well this Winter Canvas -
- 0.67% CTR
- 0.85% Canvas Engagement Rate
- 75.73% Canvas View Time
- 7,290 clicks