CASE STUDIES

FIVE POINTS BREWERY

Brief
The Five Points Brewing Company, an independent craft brewery in the heart of Hackney, was looking to raise £750,000 via online crowdfunding platform Crowdcube to treble their capacity and open their very first taproom.

They wanted to amplify the audience for this exciting opportunity with an online display campaign that reached two distinct audiences:

The HNWI – the high-net-worth individual is a seasoned business investor looking to invest £5,000 or more.

The Casual Investor – an everyday lover of Five Points, invested in helping their favorite brand out.

Creative Solution
We used Five Points' 'Don't Just Drink It - Own It' strapline across five formats: our full-page engagement, in-page engagement, skins, interscroller and standard ads. We also ran messaging that was tailored to the two different audiences.

Our Casual Investor creative featured copy like ‘Invest now from as little as £10’ - the HNWI creative invited people to ‘Invest now and earn rewards’.

Targeting
Our marketplace of over 15,000 premium websites has nine contextual channels.

We targeted the HNWI on our Business and News/Reference channels - channels that have performed well for other brands targeting this audience, like Close Brothers, Epson and Christie’s.

We targeted Casual Investors across our Arts and Entertainment, Lifestyle and Shopping channels, which perform well for alcohol brands like Tiger and Guinness Storehouse.

We also worked with our data partner Grapeshot to target people browsing the sites in our marketplace using contextual segments and keywords.

Results
Once our campaign launched, it increased the average investment per day from £14,497 to £23,396.84.

The average number of investments per day rose from 22.2 to 29.2.

Five Points closed their Crowdcube campaign at 157% funded – welcoming 1,623 new investors and raising over £1,000,000.

FULL-PAGE ENGAGEMENT
SKINS
MOBILE INTERSCROLLER
STANDARD DISPLAY

YORKSHIRE BUILDING SOCIETY’S MORTGAGE CALCULATOR

Brief
The Yorkshire Building Society, one of the UK's largest building societies, wanted to raise awareness of their mortgages amongst people outgrowing their first home.

Creative Solution
We wanted to create a campaign that made an association in the minds of this audience with outgrowing their first home and getting a mortgage with the Yorkshire Building Society.

We worked with the Yorkshire Building Society's creative agency to produce footage of young homeowners 'trapped' inside display ads. People were invited to engage with the ads by rolling over them to reveal these homeowners now living comfortably in a full-page ad.

We then invited them to 'get a lending decision in 10 minutes' by clicking through to the Yorkshire Building Society's website and their online mortgage calculator.

Targeting
We ran this campaign across our marketplace of over 10,000 premium websites, targeting people browsing sites in our News & Reference, Sports and Tech channels, the most successful channels for our other finance clients, which include the Bank of Ireland, the merchant bank Close Brothers and the insurers Marmalade and RSA.

We also worked with our data partner Grapeshot on a list of contextual segments and keywords that we could test for their effectiveness at engaging young homeowners.

FULL-PAGE ENGAGEMENT
STANDARD DISPLAY

Results
This campaign won Silence’s Creative of the Year 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.

The engagement rate was twice as good as our benchmark data for finance clients.


SAVE THE CHILDREN’S CHRISTMAS JUMPER DAY

FULL-PAGE ENGAGEMENT

Brief
Christmas Jumper Day is the day that the nation comes together in full festive regalia to support Save the Children, the 100-year-old British charity that helps support children in developing countries and promotes their rights

Save the Children wanted to run an interactive online display campaign to increase the number of office workers and school children participating in 2018’s Christmas Jumper Day.

Creative Solution
We wanted to create a campaign that remained at the forefront of people's minds in the run-up to Christmas Jumper Day.

The ability of an online display campaign to trigger a positive emotional response depends on how interactive the content is, so for this campaign we conceived, designed and built a ‘Christmas Jumper Generator’.

People were invited to engage with the ads by spinning a slot machine to generate a combination of wacky items to add to their very own Christmas jumper, a light-hearted way of raising awareness of an important cause.


Targeting
Our marketplace of over 10,000 premium websites has nine contextual channels. We ran this campaign across our Arts & Entertainment, Lifestyle and Shopping channels, the best performing channels for other charities we represent, like Cystic Fibrosis Trust, RSPCA Assured and Water Aid.

We also worked with our data partner Grapeshot to target people browsing the sites in our marketplace using contextual segments and keywords.

Results
We scored an engagement rate for this campaign that was over 80% higher than DoubleClick's benchmark data.

The interaction time beat Doubleclick's benchmark data by 95% -people spent the equivalent of 27 days interacting with this campaign.

SKIN WITH VIDEO
MOBILE INTERSCROLLER

FIVE POINTS BREWERY

Brief
The Five Points Brewing Company, an independent craft brewery in the heart of Hackney, was looking to raise £750,000 via online crowdfunding platform Crowdcube to treble their capacity and open their very first taproom.

They wanted to amplify the audience for this exciting opportunity with an online display campaign that reached two distinct audiences:

FULL-PAGE ENGAGEMENT

The HNWI – the high-net-worth individual is a seasoned business investor looking to invest £5,000 or more.

The Casual Investor – an everyday lover of Five Points, invested in helping their favorite brand out.

Creative Solution
We used Five Points' 'Don't Just Drink It - Own It' strapline across five formats: our full-page engagement, in-page engagement, skins, interscroller and standard ads. We also ran messaging that was tailored to the two different audiences.

Our Casual Investor creative featured copy like ‘Invest now from as little as £10’ - the HNWI creative invited people to ‘Invest now and earn rewards’.

SKINS
MOBILE INTERSCROLLER
STANDARD DISPLAY

Targeting
Our marketplace of over 15,000 premium websites has nine contextual channels.

We targeted the HNWI on our Business and News/Reference channels - channels that have performed well for other brands targeting this audience, like Close Brothers, Epson and Christie’s.

We targeted Casual Investors across our Arts and Entertainment, Lifestyle and Shopping channels, which perform well for alcohol brands like Tiger and Guinness Storehouse.

We also worked with our data partner Grapeshot to target people browsing the sites in our marketplace using contextual segments and keywords.

Results
Once our campaign launched, it increased the average investment per day from £14,497 to £23,396.84.

The average number of investments per day rose from 22.2 to 29.2.

Five Points closed their Crowdcube campaign at 157% funded – welcoming 1,623 new investors and raising over £1,000,000.


YORKSHIRE BUILDING SOCIETY’S MORTGAGE CALCULATOR

Brief
The Yorkshire Building Society, one of the UK's largest building societies, wanted to raise awareness of their mortgages amongst people outgrowing their first home.

Creative Solution
We wanted to create a campaign that made an association in the minds of this audience with outgrowing their first home and getting a mortgage with the Yorkshire Building Society.

We worked with the Yorkshire Building Society's creative agency to produce footage of young homeowners 'trapped' inside display ads. People were invited to engage with the ads by rolling over them to reveal these homeowners now living comfortably in a full-page ad.

We then invited them to 'get a lending decision in 10 minutes' by clicking through to the Yorkshire Building Society's website and their online mortgage calculator.

FULL-PAGE ENGAGEMENT
STANDARD DISPLAY

Targeting
We ran this campaign across our marketplace of over 10,000 premium websites, targeting people browsing sites in our News & Reference, Sports and Tech channels, the most successful channels for our other finance clients, which include the Bank of Ireland, the merchant bank Close Brothers and the insurers Marmalade and RSA.

We also worked with our data partner Grapeshot on a list of contextual segments and keywords that we could test for their effectiveness at engaging young homeowners.

Results
This campaign won Silence’s Creative of the Year 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.

The engagement rate was twice as good as our benchmark data for finance clients.


SAVE THE CHILDREN’S CHRISTMAS JUMPER DAY

FULL-PAGE ENGAGEMENT

Brief
Christmas Jumper Day is the day that the nation comes together in full festive regalia to support Save the Children, the 100-year-old British charity that helps support children in developing countries and promotes their rights

Save the Children wanted to run an interactive online display campaign to increase the number of office workers and school children participating in 2018’s Christmas Jumper Day.

Creative Solution
We wanted to create a campaign that remained at the forefront of people's minds in the run-up to Christmas Jumper Day.

The ability of an online display campaign to trigger a positive emotional response depends on how interactive the content is, so for this campaign we conceived, designed and built a ‘Christmas Jumper Generator’.

People were invited to engage with the ads by spinning a slot machine to generate a combination of wacky items to add to their very own Christmas jumper, a light-hearted way of raising awareness of an important cause.


Targeting
Our marketplace of over 10,000 premium websites has nine contextual channels. We ran this campaign across our Arts & Entertainment, Lifestyle and Shopping channels, the best performing channels for other charities we represent, like Cystic Fibrosis Trust, RSPCA Assured and Water Aid.

We also worked with our data partner Grapeshot to target people browsing the sites in our marketplace using contextual segments and keywords.

Results
We scored an engagement rate for this campaign that was over 80% higher than DoubleClick's benchmark data.

The interaction time beat Doubleclick's benchmark data by 95% -people spent the equivalent of 27 days interacting with this campaign.

SKIN WITH VIDEO
MOBILE INTERSCROLLER

FIVE POINTS BREWERY

Brief
The Five Points Brewing Company, an independent craft brewery in the heart of Hackney, was looking to raise £750,000 via online crowdfunding platform Crowdcube to treble their capacity and open their very first taproom.

They wanted to amplify the audience for this exciting opportunity with an online display campaign that reached two distinct audiences:

The HNWI – the high-net-worth individual is a seasoned business investor looking to invest £5,000 or more.

The Casual Investor – an everyday lover of Five Points, invested in helping their favorite brand out.

FULL-PAGE ENGAGEMENT

Creative Solution
We used Five Points' 'Don't Just Drink It - Own It' strapline across five formats: our full-page engagement, in-page engagement, skins, interscroller and standard ads. We also ran messaging that was tailored to the two different audiences.

Our Casual Investor creative featured copy like ‘Invest now from as little as £10’ - the HNWI creative invited people to ‘Invest now and earn rewards’.

SKINS
MOBILE INTERSCROLLER
STANDARD DISPLAY

Targeting
Our marketplace of over 15,000 premium websites has nine contextual channels.

We targeted the HNWI on our Business and News/Reference channels - channels that have performed well for other brands targeting this audience, like Close Brothers, Epson and Christie’s.

We targeted Casual Investors across our Arts and Entertainment, Lifestyle and Shopping channels, which perform well for alcohol brands like Tiger and Guinness Storehouse.

We also worked with our data partner Grapeshot to target people browsing the sites in our marketplace using contextual segments and keywords.

Results
Once our campaign launched, it increased the average investment per day from £14,497 to £23,396.84.

The average number of investments per day rose from 22.2 to 29.2.

Five Points closed their Crowdcube campaign at 157% funded – welcoming 1,623 new investors and raising over £1,000,000.


YORKSHIRE BUILDING SOCIETY’S MORTGAGE CALCULATOR

Brief
The Yorkshire Building Society, one of the UK's largest building societies, wanted to raise awareness of their mortgages amongst people outgrowing their first home.

FULL-PAGE ENGAGEMENT

Creative Solution
We wanted to create a campaign that made an association in the minds of this audience with outgrowing their first home and getting a mortgage with the Yorkshire Building Society.

We worked with the Yorkshire Building Society's creative agency to produce footage of young homeowners 'trapped' inside display ads. People were invited to engage with the ads by rolling over them to reveal these homeowners now living comfortably in a full-page ad.

We then invited them to 'get a lending decision in 10 minutes' by clicking through to the Yorkshire Building Society's website and their online mortgage calculator.

STANDARD DISPLAY

Targeting
We ran this campaign across our marketplace of over 10,000 premium websites, targeting people browsing sites in our News & Reference, Sports and Tech channels, the most successful channels for our other finance clients, which include the Bank of Ireland, the merchant bank Close Brothers and the insurers Marmalade and RSA.

We also worked with our data partner Grapeshot on a list of contextual segments and keywords that we could test for their effectiveness at engaging young homeowners.

Results
This campaign won Silence’s Creative of the Year 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.

The engagement rate was twice as good as our benchmark data for finance clients.


SAVE THE CHILDREN’S CHRISTMAS JUMPER DAY

Brief
Christmas Jumper Day is the day that the nation comes together in full festive regalia to support Save the Children, the 100-year-old British charity that helps support children in developing countries and promotes their rights

Save the Children wanted to run an interactive online display campaign to increase the number of office workers and school children participating in 2018’s Christmas Jumper Day.

FULL-PAGE ENGAGEMENT

Creative Solution
We wanted to create a campaign that remained at the forefront of people's minds in the run-up to Christmas Jumper Day.

The ability of an online display campaign to trigger a positive emotional response depends on how interactive the content is, so for this campaign we conceived, designed and built a ‘Christmas Jumper Generator’.

People were invited to engage with the ads by spinning a slot machine to generate a combination of wacky items to add to their very own Christmas jumper, a light-hearted way of raising awareness of an important cause.

SKIN WITH VIDEO

Targeting
Our marketplace of over 10,000 premium websites has nine contextual channels. We ran this campaign across our Arts & Entertainment, Lifestyle and Shopping channels, the best performing channels for other charities we represent, like Cystic Fibrosis Trust, RSPCA Assured and Water Aid.

We also worked with our data partner Grapeshot to target people browsing the sites in our marketplace using contextual segments and keywords.

MOBILE INTERSCROLLER

Results
We scored an engagement rate for this campaign that was over 80% higher than DoubleClick's benchmark data.

The interaction time beat Doubleclick's benchmark data by 95% -people spent the equivalent of 27 days interacting with this campaign.

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