Micro Market Media® Overcome Budgetary Restraints
Allowing market research and facts direct a campaign, instead of preconceived notions, generates 1000% increase!
"We had over 4,000 hits in one day, That’s like a 3,000% increase!"
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Brenda Beltram
Director of Multimedia Communications
Executive Summary
This Pennsylvania agricultural association has been facing challenges, particularly from the Millennial and Gen Z populations. While truly being a very green organization, the younger generations have perceived that alternative newer products derived from soy, almonds, and cashews are better for the environment.
The association determined that a public service campaign targeted directly at the younger Mils and Z’s is necessary to alter false perceptions and build awareness and credibility
Goals:
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Target adults in Pennsylvania between the ages of 21 and 45.
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Build environmental integrity.
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Drive website traffic to learn more about the association’s green initiatives.
Obstacles
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Client wanted to target the entire state of Pennsylvania with a very limited budget.
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Client wanted to gain traction between a two- and four-week campaign.
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Client’s internal marketing team wanted to continue existing media placements, that proved unsuccessful.
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Client’s team requested too many mediums, which were financially unobtainable.
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Their website had generated little to no traffic for the past 18 months.
Approach
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After initial meetings were held, A3 initiated its 3T research strategy, researching media audiences, socioeconomic levels of adults 21 – 45, and personal behavioral patterns of the same group.
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A3 investigated media opportunities throughout the state to determine which mediums were most feasible from an audience and cost basis. All traditional and digital elements were considered.
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A3 determined the best strategy was to concentrate on the largest urban markets only and not the entire state’s population, Pittsburgh, Harrisburg, and Philadelphia. There simply was insufficient budget.
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Originally A3 had recommended a three-medium campaign, two in the digital space and out of home.
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Due to the lack of creative elements available and the extremely short window.
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A3 implemented a two-week campaign utilizing programmatic video and mixed FEP TV Plus, concentrating on frequency over reach.
Results
Visits to their website increased by the thousands each week, over year-to-year levels.
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Within the first two days, web traffic increased by 293%.
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By the end of the first week, web traffic had increased by 541%.
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Campaign concluded with more than a 1000 % lift in web traffic.
Summary
The Association was extremely pleased by the positive “buzz” created within the state with the targeted audience and its own association members.
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By the client relinquishing preconceived notions and allowing A3’s methodologies to work for them, proved to be a very smart decision and shattered expectations.