Objectives
When the New York Bakery Co launched a new cheesy bagel and wanted to maximise the reach of their multi-channel campaign, they came to us. They realised TV and out-of-home ads close to stockists and promotional offers could only reach a proportion of their total potential target audience in the UK.
- Increase site traffic
- Increase new site visitors
Our Approach
Profiling of NYBCo target audiences had previously revealed that digital and social were important parts of their everyday lives, so equimedia created a programmatic digital campaign that boosted the TV and OOH offline activity where it appeared, particularly through mobile, extending its reach. In addition, we provided paid-for visibility for special cheesy bagel content created for Facebook and Instagram that included new recipe ideas and encouraged sampling.
Results
The campaign over-delivered against forecast in terms of impressions, clicks and engagements, resulting in a cost per engagement (CPE) of only £0.12p. Site traffic was boosted by 2205% and amazingly 92% of the site visitors had not visited the site before! Rich media formats in the programmatic display campaign and the social media placements delivered the lowest CPE’s, and great insights were delivered through testing different creative concepts in each channel used.
- 33% cheaper than forecast
- 2205% increase in site traffic
- 92% new site visitors
"We were delighted with the tasty launch equimedia cooked up for the Cheesy Bagels delivering not only great reach on all devices, but also a low cost per engagement."
Amy Page, Marketing Manager
33% cheaper than forecast
2205% increase in site traffic
92% new site visitors
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
