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.
Online Display (DV360):
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:
£60,000 revenue driven from an initial online 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.
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.