Building a strong petition base to take to amend the pet bill by Dec 6th 2016
Campaign, communication strategy, design and full brand roll out
Graphic Design, Campaign, Photography, Videography, SEO, SEM, Website, Social Media, Linkedin, Facebook, Twitter, Stationary, Campaigns, and Advertising
November 2016 Under huge time pressure Dog’s Victoria needed help in order to Lobby legislation, Communicate to all members and gain awareness to the plight of purebred dog breeders with proposed Pet bill.
Digital White Space team devised a strategy focused on;
Digital White Space took a customer-centric approach by crafting a website to educate and support the DOGS Victoria community online, complete with a voting area and back-end CRM to manage all petition signatures.
Digital White Space put together a marketing and digital strategy which was applied with a multi channel support, in alignment with an above the line Public Relations strategy. The approach included social listening and effective monitoring of consumer behaviour in order to be highly responsive on all platforms. The team crafted multiple campaign messages, and creatives in order encourage and drive traffic. This is achieved through the analysis of behavioural metrics including brand mentions, social sharing, open rates, click through rates, multi variant testing, exit rate analysis and goal path analysis amongst others. Ultimately, this resulted in a process of continuous improvement for DOGS Victoria, enabling the team the ability to quickly adapt whilst providing the best interface and platforms.
In just under 2 weeks of being live, the website was seen by 22,714 people & 3,371 votes. On average we had been generating 280 votes a day to amend the bill. Organic & paid Facebook posts were responsible for about 80% of the votes with the remainder coming from direct & Google traffic.
A total of 450 clicks were achieved across a variety of keywords with the most traffic from “dog breeders”. These users were most likely looking to find a dog breeder so increasing awareness among their clients was our intention. In addition, we saw over 30 clicks on brand terms like “purebreddogs.org.au” which shows users were actively looking for the site, most likely after seeing a Social, Display or Youtube video ads. This shows our multi channel strategy was effective and the effectiveness of combining search with social + display & video together.
The campaign successfully delivered 560,519 impressions at a very cheap CPM of $3.60 across Google Display Network.
This campaign was very effective in driving back visitors to the website with 190 clicks at a cost per click of $1.54. A combination of ads were used including text & image ads. Text ads received the most clicks due to getting more impressions.
YOUTUBE VIDEO ADS
Two videos were promoted using keyword targeting on Youtube. This meant that when anybody searched or watched a video related to dogs, puppies, dog breeders etc The videos showed up in the top right of screen. In just 2 days being live 878 people clicked & watched the video in Australia. The average cost per view was just $0.28 which represents very cost effective reach & awareness amongst your audience.
A custom audience pixel to allow retargeting across Facebook, the ad drove people back to the website with the call to action “Vote Now to Amend the Bill”. This campaign went live on the 8th of November and in just 2 days received 484 clicks at just $0.78 per click. In comparison, Google Remarketing CPC was almost double at $1.54.
Organic reach was impressive with 133,754 people seeing the post in this time. A total of 23,339 post engagements represented a high reach to engagement rate of 16.7%. A total of 8,728 video views from Facebook was also a highlight.
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