From early 2009, the RSPB has been running a DRTV campaign with digital media activity running in parallel. The focus and message of the advertising has been to create a feel-good factor using the beauty of nature and how people can help protect it by joining the RSPB.
The message and placements of the digital activity were targeted at ABC1s, with a fairly even male/female split, aged 45 years plus who “get a great deal of interest from their garden”. In order to communicate this message to an online audience, the Client was keen to ensure both DRTV activity and digital media worked together, and therefore wanted to use the same video content.
So far, the results of this activity have been positive, with above average click through performance and we continue to measure membership sales, clicks and video views as the campaign progresses. We are benchmarking performance against previous activity using a control placement, providing insight into the potential uplift of using rich media video creative over standard display banners.