Loading...
HomeMy WebLinkAboutMWMC Communication Packet •  • Photo Credit: David N. Jones • • • • • • • • • • -Communication Packet- -Communication Packet- Rise above the digital noise. MWMC We Clean Water Campaign End Report May 3rd, 2024 A Creative Studio Brand Experiences for a Fast-Paced World.Attachment 1 Page 1 of 8 CTV & STREAMING AUDIO Over the full campaign duration, CTV + Audio ads were clicked 58 times, and had excellent saturation in the Lane County audience. This campaign saw minimal drop off, with less than 4% dropoff rate. The frequency capping we implemented helped to increase the unique reach and bring MWMC’s message to more of Lane County. Summary *All Campaigns ran Jan 25th through April 22nd CTV AUDIO Attachment 1 Page 2 of 8 CTV & STREAMING AUDIO Over the full campaign duration, CTV + Audio ads were clicked 58 times, and had excellent saturation in the Lane County audience. This campaign saw minimal drop off, with less than 4% dropoff rate. The frequency capping we implemented helped to increase the unique reach and bring MWMC’s message to more of Lane County. Summary Campaign Name Channel Impressions Unique Impressions Clicks Daily Avg. Frequency 25% Completion 50% Completion 75% Completion Completion Rate Cost Wipes CTV 164,741 57,048 14 2.9 163,344 162,263 161,370 97.36%$6,000.15 FOGs CTV 327,816 85,330 38 3.8 323,705 321,571 319,591 97.1%$12,000 Wipes Audio 173,955 91,896 3 1.9 172,217 170,880 169,580 96.56%$2,249.76 FOGS Audio 263,936 120,252 3 2.2 261,049 258,812 256,579 96.41%$2,249.99 *All Campaigns ran Jan 25th through April 22nd Attachment 1 Page 3 of 8 PROGRAMMATIC DISPLAY Over the full run of the campaign, display ads were clicked 2,344 times, with an average CTR of 0.275% and a frequency of 5.5x. Engagement of this ad type (In green) remained high throughout the full campaign, and Cost Per Click (in Orange) remained under $2.00 for most of the campaign, and an average of $1.92 overall. The Results Campaign Name Channel Impressions Unique Impressions Clicks CTR Frequency eCPC Cost Wipes Display 463,452 77,071 1,175 0.25%6.01 $1.91 $2,248.13 FOGs Display 385,045 74,380 1,165 0.3%5.18 $1.93 $2,249.99 Attachment 1 Page 4 of 8 SOCIAL MEDIA Social media proved to be a powerhouse in driving traffic to your website throughout the duration of the campaign. For minimal spend, both static and video ads were seen consistently across Facebook, and reached many users in the Lane County area. Video completion rates were lower than that of their CTV counterparts, but more traffic came from Social Media than other channels during this campaign. The Results Campaign Name Channel Impressions Reach Clicks CTR Frequen cy Cost 25% Completion 50% Completion 75% Completion 100% Completion Wipes Static 575,843 85,462 2,619 0.57%6.74 $1,500 –––– FOGs Static 566,893 91,747 2,535 0.67%6.18 $1,500 –––– Wipes Video 58,676 30,004 1,154 2.6%1.96 $750.00 14,335 10,582 8,937 7,992 FOGS Video 79,823 27,627 1,373 1.8%2.89 $750.00 18,291 12,184 9,552 8,650 Attachment 1 Page 5 of 8 Google Analytics stopped reporting data on March 23rd through the 22nd of April. This may be due to an issue in the site updates completed by MWMC resulting in Google Tag not populating data. Despite this error in reporting, traffic to MWMC was up over 74% from the preceding period outside the campaign (Oct 16-Jan 21). The We Clean Water landing page brought over 2,400 users to the MWMC website, indicating this campaign was responsible for the majority of traffic to MWMC during this time period. The Results WEB PAGE ANALYTICS Attachment 1 Page 6 of 8 CAMPAIGN SUMMARY Our multichannel approach, leveraging static display, audio, and video ads across programmatic and social channels promoted MWMC’s message and drove significantly increased traffic to the We Clean Water landing page and MWMC site as a whole. Attachment 1 Page 7 of 8 4660 Main Street, Suite 150, Springfield, OR 97478 Info@fpwmedia.com | www.fpwmedia.com © 2022 FPW Media. All Rights Reserved. Thank you for considering a partnership with FPW Media. We look forward to working with you. Attachment 1 Page 8 of 8 • • https://www.instagram.com/p/C7DHr7cA-Cy/?igsh=MXRlOGJzcW0weTl0cA== • • • • • • • • • • • • • • o ▪ ▪ o ▪ ▪ o ▪ o ▪ ▪ • • • • • • • • • • • • • • • • • • • • • • • • • • o o o o • o o o o o o o • • • • • • • • • • • • • • • •