CASE STUDIES

SAVE THE CHILDREN’S CHRISTMAS JUMPER DAY

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Background
Christmas Jumper Day is the day that the nation comes together in full festive regalia for Save The Children, the 100-year-old British charity that promotes children’s rights and helps support children in developing countries.

Brief
Save The Children wanted to raise awareness of Christmas Jumper Day with a national online display campaign that triggered a positive emotional response and increased brand salience in the run-up to Christmas, traditionally a very competitive time for charities.

Positive Emotional Response
With online display, we find that the ability of an ad campaign to trigger a positive emotional response is determined by how interactive the content is. For this campaign, we conceived, designed and built a ‘Christmas Jumper Generator’, embedding it across multiple formats for desktop and mobile.

People were invited to spin a slot machine to generate a combination of wacky items to add to their very own, bespoke jumper before going on to visit the Save The Children website to sign-up for Christmas Jumper Day.

Brand Salience
Brand salience is particularly important for advertisers in the charity sector at Christmas because of the number of charities competing for our involvement and donations. Christmas Jumper Day is well-known as the time of year that you have a bit of fun in the name of a good cause, and our Christmas Jumper Generator echoed that sentiment in people’s minds.

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Positive Emotional Response
With online display, we find that the ability of an ad campaign to trigger a positive emotional response is determined by how interactive the content is. For this campaign, we conceived, designed and built a ‘Christmas Jumper Generator’, embedding it across multiple formats for desktop and mobile.

People were invited to spin a slot machine to generate a combination of wacky items to add to their very own, bespoke jumper before going on to visit the Save The Children website to sign-up for Christmas Jumper Day.

Brand Salience
Brand salience is particularly important for advertisers in the charity sector at Christmas because of the number of charities competing for our involvement and donations. Christmas Jumper Day is well-known as the time of year that you have a bit of fun in the name of a good cause, and our Christmas Jumper Generator echoed that sentiment in people’s minds.

Targeting
At Silence, we believe that targeting is the most important attribute of a brand building campaign. For us, targeting begins with the publisher. We have a premium marketplace here at Silence of over 20,000 websites that have been audited using our brand safety partner, Integral Ad Science's, data.

The marketplace has 9 channels: Arts and Entertainment, Business, Games, Kids and Teens, Lifestyle, News and Reference, Shopping, Sports and Tech.

We know from our work with other charities – including The Cystic Fibrosis Trust, RSPCA Assured and Water Aid – which channels are most likely to give us the highest engagement rates for a campaign. We also know which contextual channels are likely to perform best through working with partners like Grapeshot, Double Verify and Peer 39.

MOBILE INTERSCROLLER

ROI
We used multiple desktop and mobile formats for this campaign, which helped us to measure the context – websites, contextual segment, location, and time of day - most likely to get people spinning the wheel, the best indicator of this campaign’s success at raising awareness of Christmas Jumper Day.

MOBILE INTERSCROLLER

ROI
We used multiple desktop and mobile formats for this campaign, which helped us to measure the context – websites, contextual segment, location, and time of day - most likely to get people spinning the wheel, the best indicator of this campaign’s success at raising awareness of Christmas Jumper Day.

Results
This campaign for Save The Children achieved an engagement rate 80% higher than DoubleClick’s benchmark data, and an interaction time that beat DoubleClick’s benchmark by 95%. People interacted with this campaign for the equivalent 27 days.

YORKSHIRE BUILDING SOCIETY’S MORTGAGE CALCULATOR

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Background
The Yorkshire Building Society, which is the third largest building society in the UK, has a mortgage calculator on its website that works out how much you could borrow and gives an estimate on your mortgage repayments.

Brief
Yorkshire Building Society wanted to raise awareness of their mortgage calculator using a national online display campaign to evoke a positive emotional response and build brand salience amongst young homeowners who growing out of their first property and looking to buy something new.

Positive Emotional Response
For brand love – and laughs – online display is the most cost-effective of all the advertising channels, giving it the edge over traditional media. To engage people emotionally you simply have to stand out on the page.

We worked with the Yorkshire Building Society’s creative agency, Red Brick Road, to create a campaign that used footage of young homeowners literally trapped inside the ads, evoking the feeling of outgrowing a home. People were then invited to engage with the campaign to 'get a lending decision in 10 minutes', taking them through to the building society’s mortgage calculator landing page.

Brand Salience
In How Brands Grow, Byron Sharp describes brand salience as ‘the propensity for a brand to be thought of in buying situations.’ Online display is a great channel for increasing brand salience if you can create a campaign that makes an association in people’s memories, in this case between growing out of your first home and securing a mortgage with the Yorkshire Building Society. This campaign won Silence’s Creative of the Year in 2017, which is voted for by all our staff, clients and suppliers, a reflection of its innovative use of bespoke content to build a brand’s share of mind.

STANDARD DISPLAY
STANDARD DISPLAY

Positive Emotional Response
For brand love – and laughs – online display is the most cost-effective of all the advertising channels, giving it the edge over traditional media. To engage people emotionally you simply have to stand out on the page.

We worked with the Yorkshire Building Society’s creative agency, Red Brick Road, to create a campaign that used footage of young homeowners literally trapped inside the ads, evoking the feeling of outgrowing a home. People were then invited to engage with the campaign to 'get a lending decision in 10 minutes', taking them through to the building society’s mortgage calculator landing page.

Brand Salience
In How Brands Grow, Byron Sharp describes brand salience as ‘the propensity for a brand to be thought of in buying situations.’ Online display is a great channel for increasing brand salience if you can create a campaign that makes an association in people’s memories, in this case between growing out of your first home and securing a mortgage with the Yorkshire Building Society. This campaign won Silence’s Creative of the Year in 2017, which is voted for by all our staff, clients and suppliers, a reflection of its innovative use of bespoke content to build a brand’s share of mind.

STANDARD DISPLAY

Targeting
All brands face a lot of choices when it comes to selecting the right medium for a brand building campaign, and the ability to target the right people in the right place at the right time is rated as the single most important attribute. Online display can target audiences by website, geography, demographics, context, time of day, day of week and device, making it the most prolific channel.

For Yorkshire Building Society, we built our targeting strategy on the back of our experience working for other brands in the finance sector, including merchant bank Close Brothers, insurers Marmalade and RSA, and the Bank of Ireland.

We targeted the most popular channels in our marketplace and bought contextual segments from our partners Grapeshot, Double Verify and Sizmek.

ROI
Increasing campaign ROI is one of the most important attributes of any advertising medium, and online display yields better returns than traditional media because you can measure how people are engaging with it alongside any sales uplift. This campaign was bought on a cost-per-engagement, ensuring we were constantly refining the targeting to make sure we were serving the creative to the context - websites, contextual segment, location, and time of day – where homeowners were most likely to engage with it.

Results
The engagement rate was double Silence's benchmark for the industry. The click-rate was also over 17% higher than our industry benchmark.

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