Challenge
Solution
Results
Year-over-Year
Year-over-Year
Year-over-Year
Strategy
Video Ads
A large portion of our campaign focused on a video ad buy that placed our content on major publication websites. Our network allowed us to expand our traditional video buy into several added-value spots including being part of a pilot program for video ads on wearables and IoT devices.
We used multiple ads that included two different length videos and four different video variations. Over the course of the campaign, we evolved our targeting and ads to maximize ROAS.
The results of the video portion of our campaign saw ads placed on major publications including Gizmodo, EuroNews, and the Independent UK. The ads saw a CTR (CTR to the microsite) that was 6.5% higher than the industry average and had a completion rate that was 38% higher than the industry average. We achieved this completion rate success through evolution. Our ads saw a 6.3% increase in completion rate each week of the campaign.
Sponsored Content & Search Ads
Building a community also meant recruiting people to sign a #TrustScience pledge. We featured the pledge and the content on a number of media outlets through a sponsored content media buy.
Additionally, we used search ads to capture people looking for ways to support science and celebrate other scientific achievements.
As a result of our search marketing and sponsored content placements, we reached more than 37,000,000 people globally.
Twitter Ads & Social Posts
The scientific community and its supporters are active on Twitter. One of the campaign’s goals was to drive a hashtag-based conversation, so it made sense to place ads on the platform.
In addition to paid efforts, we created organic posts for multiple platforms including LinkedIn, Twitter, and Facebook. These posts featured the media and content created for the microsite and encouraged people to show their support by signing the “#TrustScience Pledge.”
As a result of our Twitter efforts, the UNESCO Twitter account increased its reach by more than 8,000% year over year.
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.
We understand clients have a choice of website hosting providers. Our service goes beyond stability, up time, and more to a personalized approach that meets you where you are today, and prepares you for your tomorrow
From search engine marketing strategies to social management to campaign activations and monitoring, we create bespoke digital marketing strategies for your audience.
