Situation

Endsleigh approached Green Park Content for a brand awareness campaign, with a view of driving a traffic to their blog for students and parents during Fresher’s Week. The campaign required amplification of content in native, premium environments to reach the desired audience. Testing and optimisation across a range of creatives and distribution networks was imperative to enable reach to the different audiences, but to bring both target groups willingly back to the blog content.

Unilever Image

Solution

Our programmatic advertising team leveraged our Telescope programmatic trade desk to promote Endsleigh to students and their parents during the ‘Fresher’s Week’ campaign. By using a combination of programmatic prospecting and retargeting activity and rigorous A/B testing of copy, we distributed the content across premium distribution networks to reach the two audiences. Programmatic drove impressive results for the Endsleigh campaign. Here’s what they had to say about it:

“Thank you so much to the team for all of their help with this campaign – not only was it a success, but they were really proactive throughout and always on hand to answer our (many) questions. Green Park Content are an absolute pleasure to work with, and I would have no hesitation in recommending them.”

0

%

Increase in CTR

0

%

Decrease in CPC

Results

  • Increased CTR by 15%
  • Decreased CPC by 35%
  • Optimised to achieve page dwell time of 1 minute 20 seconds using Google Analytics data

Objective

Brand awareness campaign to drive traffic volume to blog site for a 'Freshers Week' campaign

Audience

Students (18 years old) and parents (40+ years old)

Category

Insurance, Finance

Solutions

Programmatic (native)