Advertising campaign
OVERALL BUSINESS RESULT
The total audience reach was: 7.7million ad impressions across three channels – outdoor, display and video at an average CPM of $10.02. The sales results were impressive – all stock sold out within 6 weeks of the 3-month campaign.
BACKGROUND
Campaign purpose was to introduce the new Under Armour HOVR footwear range to the youthful, brand-astute target audience of 15-25’s.
APPROACH
Our research uncovered the media consumption habits of this media-savvy audience. We considered TV, radio, outdoor, cinema and digital, and settled on an allocation of 60% outdoor and 40% digital. Our media buy negotiations were fruitful, as we saved the client 64% on their media spend while delivering 150% more digital impressions than forecast.
Digital
We targeted our key audience by demographic modelling, geo-fencing while in-store, and online behaviour modelling. We delivered a combination of animated displays and video ads. The digital elements delivered just shy of 4 million impressions at an overall CPM of $7.6023.
Outdoor
While outdoor advertising is a mass audience media, in this case it effectively built awareness of both the new footwear range and the Under Armour brand in general. We spent 60% of the budget on large format digital billboards in the Auckland CBD. Result: 3.78million views giving an impressive CPM $12.2
