Background
Boost is a UK energy provider known for their pay-as-you-go energy plans. Boost’s media agency, Merkle|Persicopix, ran two campaigns using Mediaocean that focused on generating traffic and video views.
Challenge
Boost sought to increase brand awareness on Facebook and Instagram while maintaining high quality traffic to their site. Competing in an aggressive market, they needed to reach an effective audience and drive engagement throughout the campaign. In order to measure campaign success, they identified benchmarks focused on click-through-rate, cost-per-click and cost-per-view.
Solution
Using Mediaocean affinities, Boost was able to perform granular targeting, reaching the most relevant audiences. Partnering with the Mediaocean team, they launched two always-on upper funnel campaigns: a traffic campaign, and a video view campaign. Utilizing Mediaocean’s rules-based optimization tool, Boost was able to optimize spend toward the best performing audiences for the campaigns to ensure the best metrics. The traffic campaign used rules-based optimization to drive traffic towards the landing page to drive awareness, while the video view campaign was optimized towards 10-second video views.
Results
Both the traffic campaign and video view campaign outperformed the benchmarked metrics.
The traffic campaign drove:
- click-through-rate 400% above benchmark
- cost-per-click 31% below benchmark
The video views campaign drove:
- view-through-rate 293% above benchmark
- cost-per-view 88% below benchmark
