The critical objective established for this media strategy was to drive contact and engagement via the website or phone. With RCT focusing on 4 key service areas within a specific geographic region of Melbourne the media strategy recommended included a Google Ads campaign combined with a programmatic digital campaign. With our combined suite of media research tools, we quickly identified where RCT’s clients were most likely to be engaging in similar activities and adjusted our plans accordingly.

The Google Ads campaign was implemented to capture the high intent users who were actively searching for legal representation or advice. Driving leads from an audience with high purchase intent was key to the strategy. Google Ads and PPC advertising in general is an integral part of any true digital media strategy, providing high visibility for select keywords identified by our team.

In addition to Paid Search, the strategy included a programmatic digital campaign that allowed RCT to reach potential clients at more engagement points across the customer journey. Through utilising social media, digital display & video advertising platforms, we were able to drive increased awareness to a huge new audience that paid search alone can’t reach. The inclusion of these digital channels resulted in a truly integrated, lead-driven digital strategy.

Incorporating both Audience Targeting and Performance-based strategies, campaign tactics included audience and demographic targeting (reaching users who are similar to our desired customers) contextual and location targeting (reaching users at a certain point in time or place when it may suit them) as well as behavioral targeting (focused on matching users who interact with the digital space in similar ways to our customers) including lookalike audiences and retargeting strategies.

One of the key benefits of utilising a programmatic approach to these digital campaigns was the ability to optimise the campaign according to results. Providing the flexibility to adapt the campaign tactics and budgets, in real-time, towards the strategies and platforms that were delivering the highest leads at the lowest cost was a key driver in using programmatic platforms. Programmatic really is a crucial aspect of any modern digital advertising strategy, combining resources that would previously be siloed off between different channels and effectively managing those funds depending on which campaigns were performing best.

A key result from the integrated digital strategy has been a significant increase in the number of leads to RCT, which has been accompanied by a 50% reduction in the cost per acquisition from October 2020 – October 2021. We’re incredibly please with the result and look forward to continuing our work with Ryan Carlisle Thomas Lawyers in the future. If you’re interested about our media services and would like to talk, let’s chat!

The post Integrated Media Campaign with Ryan Carlisle Thomas appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.

To help drive sales with our creative work and inspire culinary action, we worked towards delivering three key criteria:

1. Delivering a fully integrated marketing campaign revolving around a singular message. Dividing attention between two or three different messages would ultimately result in a poorer outcome.
2. Exploring new media possibilities. Through the assistance of our in-house media team, we aimed to ensure that Lucky was engaging with customers in new and exciting media landscapes.
3. Ensuring enhanced measurability across all metrics. It would be no good to us if we weren’t able to track the impact that our actions had on the user base.

Account Director Steve, Account Manager Ben, Media Planners Megan & Dinie, Digital Lead Kate and Art Director Frankie sought to develop an air-tight plan that would deliver maximum impact, especially across the three critical points above.

Integration
Seeking integration was easy; each year, Lucky works with a collection of popular Instagram foodies to develop new nut-based Christmas recipes that are both easy to make and absolutely delicious.

Faith combined these recipes along with gorgeous photography from each contributor to develop a Christmas recipe book, with creative execution revolving around positioning as well as general layout and design.

This key piece of collateral is the cornerstone of all activity; digital downloads, website visits, and social media engagement all revolve around the recipe book. From website updates to digital display media, everything is driving customers to read the book, find value from Lucky nuts and, ultimately, engage with the brand in the supermarket.

Media
Exploring new media possibilities is always an exciting opportunity for Faith. Working with a number of different media outlets, we consistently develop and pitch new opportunities for each client, meaning we had a wealth of options to choose from.

For Lucky, in conjunction with driving reach and frequency through expanded use of digital display media, we’ve introduced this creative with a 15 second television commercial for catch-up channels SBS On Demand and 9Now, encouraging user engagement and a more targeted approach.

Each of these catch-up channels offer substantial segmentation and customer targeting, and delivery is as simple as any other digital media. The messaging of the commercial once again encourages engagement with the recipe book, relying on stunning imagery and a spot-on voice over.

Measurability
In years gone by, Lucky have not had a website capable of tracking the full level of engagement they received during the Christmas period. This year, with the benefit of a brand new website we built for them, we sought to simplify the situation. Given that the campaign was built around the recipe book, tracking every engagement became a focussed metric.

While still providing users with the option to download the recipe book (as well as 2017’s book), we also shared the 2018 book through Issuu, an online catalogue presentation that allows users to flip through the book; an engaging and interactive way to position the content. Each action (email signups, downloads and Issuu engagement) has been set up as a goal in Google Analytics, allowing us to accurately measure these across the life of the campaign.

Once completed, we’ll review the data gathered and determine what worked and what didn’t work, and re-evaluate for 2019 and beyond.

A Fully-Integrated, Dynamic Approach to Peak Sales Periods

Regardless of the outcomes, Faith has once again reached a high mark for a marketing campaign for an FMCG brand. This approach works on a single unified concept and delivers an innovative and outstanding approach to media, creative and social media activities. Stay tuned to hear how it all turned out! And remember, only Lucky makes perfect!

See their Christmas campaign online today

The post Lucky Christmas Campaign 2018: Lucky Makes Perfect appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.