Case Canyon “Charge with Gifts”

We will devote our today's issue to the analysis of the case study of Canyon, which conducted the “Charge with Gifts” campaign. This is one of the illustrative examples of how high-quality analytics of optimal placement sources made it possible to significantly increase the results of an advertising campaign.

The RoK was held from February 15 to February 29, 2016. BYYD was faced with the task of announcing this action on the territory of the Russian Federation, taking into account the age and interests of a specific target audience, as well as attracting quality traffic to the promotional site.
')



As a toolkit, media banners targeting by age and interests were used. For the advertised product was developed and approved a grid of banners (12 formats).

A big plus during the RC was the fact that the client provided detailed information about the target audience. She was divided as follows: 58% - men, 42% - women. The top 5 interests included: movies, TV, technofilms, news, photos.



Geo-coverage was carried out in the cities of Russia with millions of people.



From the very beginning of the campaign, good CTRs were observed. Google Analytics optimization allowed us to make a high-quality selection of the most conversion banners, applications and sources that give the most loyal and interested users. During the campaign, many sources were tested.

If the applications did not give acceptable CR-indicators, they were turned off, even if they showed a high CTR. CR managed to save above 1%, and at the same time, we exceeded the CTR by 6%.



Campaign Summary:

We managed to buy back 68.1% more clicks than predicted, and the number of ad impressions was 58.6% more than the plan.



BYYD • Mobile Advertising Platform