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.
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.