Brand awareness Case Study
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This case study summarizes a brand awareness campaign Cheezburger ran for PetSmart Charities around their 2013 National Adoption Weekend Event. The campaign utilized custom editorial placements like sponsored lists and polls on Cheezburger's sites. It also included social media placements and high impact in-stream ads. The campaign delivered over 22 million impressions over 12 days and achieved click-through rates of 0.31% for editorials and 0.12% for in-stream ads. As a result of the campaign, PetSmart Charities met their goal of finding homes for over 16,000 pets during the adoption event weekend.
Brand awareness Case Study
- 1. Case Study Brand Awareness Through Custom Editorial & Brand Integration We helped PetSmart Charities build brand awareness and created brand engagement specifically for their November 2013 National Adoption Weekend Event. This Case Study will highlight: ● Custom Editorial Placements ● Social Placements ● High Impact Placements ● Successful Results
- 2. Custom Editorial Placements: In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Top of List Sponsored Editorial List Features: ● Custom Title ● Brand Logo Placement (clickable to campaign landing page) ● List Description (500 character max. with clickable copy to campaign landing page) ● 5+ Cheezburger created or curated posts (campaign budget will determine total number of posts featured in list)
- 3. Custom Editorial Placements: (continued) In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Middle of List Sponsored Editorial List Features: ● Each post is given optional custom title ● Content format may be an image, video, or GIF (pending licensing rights) ● Each post can have optional description copy located below the content. Copy must be related to content and may contain up to 4000 characters max (not shown in this case study)
- 4. Custom Editorial Placements: (continued) In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Bottom of List Sponsored Editorial List Features: ● Brand copy is allowed and clickable at the bottom of the last piece of content featured in list ● Voting engagement ● Registered Cheezburger users can re-post list to their account pages ● Social sharing tools include: Facebook Twitter Google+ Pinterest StumbleUpon Reddit Email
- 5. Custom Editorial Placements: (continued) In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Comments
- 6. Custom Editorial Placements: (continued) In-Stream Sponsored Editorial List: Top 10 Reasons To Adopt A Pet - Results In-Stream Clicks From Homepage of I Can Has Cheezburger? To List Page: 9,935 out of 420k Pageviews 2.37% CTR Right Rail Promotion Clicks From Cheezburger ROS Homepage Channels To List Page: 9,733 out of 5.3MM Impressions served 0.18% CTR Combined Total: In 4 Days, Direct User Engagement For The Sponsored List Was: 19,668 Clicks 0.34% CTR Overall
- 7. Custom Editorial Placements: (continued) ATF Sponsored Editorial Poll: The Best Part Of Adopting A Fur Baby Is - Before Vote
- 8. Custom Editorial Placements: (continued) ATF Sponsored Editorial Poll: The Best Part Of Adopting A Fur Baby Is - After Vote Overview: Cheezburger built a co-branded editorial poll and delivered it in an ATF 300x1050 placement in the right rail. This poll was delivered to users during the 4 day PetSmart Adoption event to generate brand awareness combined with engagement. Results: 1,239 Votes out of 950k Impressions served 0.13% CTR “Giving your new best friend a lifelong, loving home” came in first place receiving 48.43% of the votes! Fun, positive, and funny brand engagement!
- 9. Social Placements: Facebook and Twitter Posts: Top 10 Reasons To Adopt A Pet Overview: Cheezburger posted the Sponsored Editorial List to our Facebook and Twitter pages with bit.ly links to send referral traffic to the List Page Results: 184 Facebook “Likes” & 22 “Shares” 4 Twitter “Retweets” & 3 “Favorites” 115 Referral Clicks to List Page from Social Channels
- 10. High Impact Placements: IAB Roadblocks 100% SOV on I Can Has Cheezburger during campaign flight for supplemental brand awareness!
- 11. High Impact Placements: (continued) In-Stream Sponsored Posts 100% SOV on I Can Has Cheezburger during campaign flight with contextually relevant content! In-stream Sponsored Post is served directly in the content well between the 3rd and 4th editorial post on any given page. Clickable title and clickable image, video, or GIF with optional brand logo will direct users to your campaign landing page.
- 12. High Impact Placements: (continued) In-Stream Sponsored Posts Overview: PetSmart featured 2 Videos and 8 Cheezburger created Images with brand-relevant captions that clicked through to their campaign landing page. Results: 2,330 Clicks out of 2MM Impressions served 0.12% CTR
- 13. Successful Results: PetSmart Charities leveraged the pet and animal loving audience of I Can Has Cheezburger? This is Cheezburger’s animal channel and subchannels that launched the LOLcats meme into an Internet phenomenon! Cheezburger uses comScore, Quantcast, and Google Analytics data to build custom campaigns that are audience aligned with your brand’s target demo. As a result, Cheezburger delivers successful campaign results: ● Campaign Flight: 11/7/2013 through 11/18/2013 (12 days total) ● Editorial & Brand Integration Overall Click Through Rate: 0.31% (6.6MM Editorial Impressions Delivered) ● In-Stream Sponsored Post Click Through Rate: 0.12% ● Total Campaign Impressions Delivered: 22,802,544 ● Overall Campaign Click Through Rate: 0.1% ● PetSmart Charities’ goal of finding 16,000+ pets a forever home at their National Adoption Weekend Event was reached!!
- 14. Let's Share Something! 1-855-4CHEEZ4 (1-855-424-3394) advertising@cheezburger.com