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.