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PRIMARY OBJECTIVE

The main objective of the Telkom Summer Retail campaign was to generate 8780 leads as well as deal purchases online for the seven package deals on offer between October 2015 and January 2016.

SECONDARY OBJECTIVE

We established an estimated cost per acquisition of R250 and the aim was to stay within that parameter.



Execution Top

STRATEGY

We formulated a multi-layered programmatic strategy for MediaCom/Telkom. We planned to find the audience online using a programmatic prospecting approach and then refine the target audience as more data became available.

EXECUTION

For each of the seven products that Telkom wanted to promote, we employed a multi-layered programmatic strategy.

1. Prospecting: This is where the banners are shown over a wide variety of sites and online properties in order to find a base audience.

2. Re-targeting: If a user clicked on a banner but did not convert, we retargeted them- showing them the banners at times when they were more likely to convert based on data from previous conversions.

3. Lookalike audience: By this stage, we had collected enough data to create what we call look-alike audiences. We used the online behaviour /journey of consumers that had converted and then targeted users with the same or similar online behaviours.

4. Pinpoint Strategy: We were then able to refine the target audience even more clearly using a combination of the previous strategies and served the banner ads to them based on data garnered throughout the campaign’s lifespan.

5. Programmatic Video: We also implemented a programmatic video strategy  to reach users that consume  content much more easily than display or mobile, that way we reach users regardless of their preference in terms of browsing.

VIDEO

View the Case Study Video

RESULTS

The campaign reached over 140 million impressions, through desktop display, mobile and video.

We yielded over 15 000 conversions, 6 259 of them being online purchases, which would be contract bound for 24 months, and 9 056 sale leads.

We save the client R137,69 per acquisition, coming in at R113,31 instead of the estimated CPA (cost per acquisition) of R250.

THE CAMPAIGN OBJECTIVE HAD BEEN REACHED AND TELKOM HAD A HEALTHY ROI.

7 OCTOBER 2015 - 16 JANUARY 2016.

TELKOM GARNERED 15,315 CONVERSIONS DIRECTLY THROUGH THE EFFORTS OF MARK1.


Telkom Impressions

148 530 924

Total Impressions

Telkom Engagements

143 337

Total Engagements

Telkom Call Me Back

9 056

Call Me Back Conversions

Telkom Order Now

6 259

Order Now Conversions

Telkom Cost Per Acq

R112.31

Cost Per Acquisition

Telkom Impressions

551 121

Total Impressions

Telkom Video Start

537 295

Video Starts

VIDEO RESULTS
Telkom Video Comleted 01

250 561

Completed Views

VIDEO RESULTS
Telkom View Rate

45,46%

View Through Rate

VIDEO RESULTS

OTHER CASE STUDIES

A showcase of recent work we’ve done

Absa 1
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Absa Mega U

Cutting edge HTML5, to load in low bandwidth regions. Highly engaging Ad unit, kept user’s attention for 20 Seconds (the Global Benchmark is 8 Sec on Ad Unit).Campaign results were above the global benchmarks for the banking and finance industry, indicating users enjoyed spending time interacting with the brand. 

The Ad met all of Base 2’s objectives.

*All benchmarks are from Celtra Q3/4 Insights.

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Budget Insurance

OBJECTIVES 

Budget Insurance wished to communicate their offering through a digital market channel, whilst effectively reaching the relevant target audience to drive insurance sales at an cost per lead of R150.

To discover the right new users who were yet to be introduced to the brand into the top of the funnel, obtain relevance of the media to this audience and guide these users down the path to conversion whilst ensuring Budget's brand safety.

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Ford1
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FORD TWITTER CAMPAIGN

Objective:

To create awareness around the launch of the new Ford Mustang in South Africa

Our social media objective was to drive a high number of positive engagements on Twitter around the launch of the Ford Mustang while increasing Twitter presence and increasing

@FordSouthAfrica’s follower growth.

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Excellence in AdOps

The Mark1 AdOps team is one of the finest in the country. At last year’s Bookmark Awards, we won a silver pixel for Excellence in AdOps – the only winner in the category. 

This year, AdOps has raised the bar even higher! One outstanding example where we provided not only incredible client service but superior results was the Telkom Summer Retail campaign which flighted betweenN October 2015 - January 2016.

read more →

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