Archives: Portfolio

Challenge

This client wanted to increase visits to their website and break through the clutter of a saturated market. This client’s goal was to increase page views on their site while keeping the cost at or below $4.00 per visit.

Solution

Using Search Retargeting, we identified the right audience and served them over 22.4M ads. The campaign was optimized at the keyword, day part and recency level to ensure the ads were getting to the right audience, at the right time and to customers who were recently searching for financial services keywords.

Result (Increased Page Views)

The campaign increased page views by 6,484 with a cost per visitor at $2.13, exceeding the campaign goal by 47%.

Overview

A credit union was looking to increase awareness among its target audience and drive new credit union memberships. They were not seeing success with their current digital advertising strategy so they enlisted the help of our team to more precisely target their audience and drive up the CTR they had been seeing from other vendors.

Solution

In order to reach relevant consumers in the retirement planning stage, our team developed a comprehensive strategy of search retargeting at the keyword level, site retargeting and mobile geo-optimization. With quick learning from the campaign launch, the team was able to increase and optimize the keywords, blacklist specific domains to more precisely target customers, and adjust the frequency cap to maximize budget and overall campaign effectiveness.

Result (Met CTR Goals)

Through multiple tactics and optimizations, our team achieved a CTR of .1%, meeting the client’s initial goal of achieving the industry average CTR of 0.08-.1%.

East Point is a small city with a vibrant community and Deana was already serving as Mayor but wanted to ensure she got her message out to millennials and consumers of content on digital platforms, so they hired Propellant Media to assist in securing her re-election as mayor.

Solution

Our team implement several different strategies that allowed Deana to connect more directly with the people of East Point:

• Facebook/Instragram – our team developed a campaign centered around millennials and high propensity voters who live the City of East Point
• Programmatic Display (Geo Fencing) – our team located specific pockets and high traffic areas in East Point to target so we can could effectively get our message out to key neighborhoods

Result (Won her re-election as Mayor)

Deana Ingraham was elected to her second term as Mayor of East Point.  Deana credited our team with both securing her place with a comfortable win, but also developing strategies that will help give her a running start with strong political capital to get legislation and work done on behalf of the city.

Keisha was already a formidable candidate having the backing of the current mayor of Atlanta, deep roots within the city, and a strong grassroots operation.  After winning the primary and knowing she would be going toe to toe with Mary Norwood, she had to amp up her digital operation and message.  Our agency was brought on as a consultant to assist with that amplification.

Solution

Propellant Media devised a Facebook/Instagram advertising campaign centered on leveraging Keisha’s existing base of voters who have express an interest in learning more about her candidacy.  We leveraged both high propensity voters as well as that existing based with targeted video content to excite her base, micro target segments with micro issues critical to those voting blocks, and turning out voters at key events during the remainder of the campaign.

Result (Won by less than 800 votes)

Keisha Lance Bottoms won the Atlanta Mayoral Election by 800 votes, which we believe was partially impacted by our digital advertising operation, which was non existent prior to the runoff.

An art museum in California was trying to find ways to advertise their summer camp without blowing a hole into their budget.  They also wanted to fund new ways to promote events at the Art Museum as well as continue speaking to those who visited the art museum for various events.  That’s when they decided to engage our team.

SOLUTION

Our team helped the art museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to.  Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited this art museum.

RESULTS

First, our team was successful in securing the grant for the Art Museum which they’ve been able to utilize 80% of it month-over-month.  In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.

Situation

WNYC (www.wnyc.org) is a New York based radio station with a hefty website and tons of podcasts.  Given they are under the brand of NPR radio, a non profit and 501c3, our team engaged with them to determine how best they could apply for the Google Grant of $10,000/month and also how best best to leverage it for their radio station.

Solution

First, our team had to apply for the Google Grant for our client which we were successfully approved for. Next, our team created a robust and highly segmented paid search campaign that including fundraising initiatives, advertising exposure for the radio station, and membership drives in highly segmented parts of the USA.

Results

Our team not only helped the clients successfully increase it’s exposure for the radio station, due to meeting the max $10,000/month budget we were able to apply for the grantspro account which entails $40,000/month in advertising credit on Google’s search platform.  To say the least, our engagement was a success.

A mayoral candidate in Birmingham, Alabama began his journey to unseat a two-term mayor who had been in government since the late 1980’s.  The challenger knew he had to do things a little differently, show he is listening to the voters while sharing his message with everyone willing to listen.  But because his name ID was not well known, he also needed to leverage a less cost effective strategy for fundraising, garnering volunteers, and ultimately winning the support of Birmingham constituents.  That’s when the campaign turned to Propellant Media.

SOLUTION

Our team implemented a 5 prong strategy.  We geo fenced two of the colleges in Birmingham, utilized our CRM technology to serve Ads to high propensity voters we retrieved from our voter file list, implemented site retargeting so we could continue speaking to those who were thinking about his candidacy, utilized the same voter file to target those same constituents on Facebook/Instagram, and utilized video spots to create more of a persuasive argument for the candidate.

Result (Polled 14% to 59%)

When our team engaged with the candidate, he was polling in third place at 14% while the 2-term incumbent was at 54%.  During the first runoff election, our client ended at 41% while the incumbent finished at 37%.  During the second runoff between the two, our client finished at 58% while the incumbent finished at 41%.  The campaign manager told us, “they were concerned about a lot of things during the campaign, but never digital.  Our campaigns were an integral part to winning this election for mayor.”

With only weeks until election day, this politician was losing the Senatorial race to his opposition and needed to reach voters online in several key counties to complement his TV & direct mail efforts. An online strategy was quickly developed to reach users in the target geographies and an online audience was created that mirrored who they were already targeting through traditional advertising to extend the campaigns reach.

RESULTS
Prospecting campaigns for each geography were run with viewability constraints to ensure the ads were served on sites with ads in view. Over 5.3 million impressions were served on top sites in the specified counties during the two week campaign. In addition to driving a .11% CTR, this politician was elected. The campaign was so successful, a national political news site published an article about the power of strategic digital campaigns to win over voters based on this politician’s success with creating digital audiences.

An upscale retailer wanted to use both programmatic video and display to target male and female shoppers interested in clothing and shoes. They enlisted the help of our team to more precisely target their audience, improve overall advertising performance and achieve a .1% CTR.

SOLUTION

Our team developed a comprehensive strategy of category contextual targeting, keyword search retargeting, site retargeting, mobile geo-optimization and Facebook Newsfeed. The campaign featured a blend of display and video creative to maintain consistent branding but also promote special collections, seasonal changes and promotions. Our team and our multivariate algorithms continually optimized the campaign after launch by fine-tuning keywords and categories, filtering domains, adjusting frequency capping, and programmatically shifting budgets to the highest performing tactics. Due to the length of the campaign, our team was able to apply key learnings to isolate optimizations for the shorter flights.

RESULTS
Over the year-long campaign, our was able to deliver a CTR of .24%, greatly exceeding the initial goal of .1% CTR. Additionally, the video creative experienced a successful completion rate of 72%.

This local health club was using Social Media and direct mail to increase new memberships within an eight mile radius of the gym. Because of their tight geo-target, previous digital strategies had failed to create a positive return on investment. Their goal was to increase memberships among families and encourage parents to sign up their kids for swim classes.

SOLUTION

Two campaigns were launched targeting users who lived in the zip codes within an eight mile radius of their location. One campaign offered no enrollment fees, while the other campaign promoted swim classes to local parents.

RESULTS
In their first month following the launch of the campaign, this local health club sold more memberships than any other March in the past twelve years and sold out every swim class in record time. Now in their sixth month of using targeted display, this advertiser continues to be impressed with their results month after month and has layered in FBX targeting for even stronger results.

An auto dealership was looking to increase brand awareness among their target audience and bring prospective buyers into their location. They enlisted the help of our team to utilize new geo-fencing technology to more precisely target their audience, improve their overall advertising performance and track oline conversions. With a goal of achieving a 0.1% CTR, the dealership also wanted to track Cost Per Visit (CPV), defined as the total campaign spend divided by the number of users who were delivered an ad and then visited the dealership in-person.

SOLUTION

Our team developed a comprehensive strategy of geo-fencing with conversion zones to target relevant local users, drive up CTR and increase oline conversions. The first step was to build geo-fences around heavy traffic areas with high concentrations of users in the target market identified by the advertiser. Our team then setup a conversion zone around the advertiser’s dealership to measure online-to-offline conversions. Before and after campaign launch, our team and our multi-variate algorithms made optimizations to improve performance. These included adjusting day parting and pacing to ensure the campaign was live during peak performance hours, and also implementing creative pacing to spend more aggressively on the top performing creatives.

RESULTS

To date, our team has been able to exceed the initial campaign goal with a strong CTR of 0.17% and deliver a CPV of $20. Through the use of our team’s conversion zone tool, the advertiser has also been able to measure the exact number of conversions originating from each individual geo-fence. As the campaign continues, our team will continue to make mid-flight optimizations to improve performance.

This local advertiser was using Paid Search and SEO to drive visitors to their site. They were having good success but wanted to see if there was a cost effective way to improve upon what they were already doing. They partnered with our team to add display advertising to their marketing mix with the goal of driving incremental quality traffic to their site.

RESULTS
Our team’s programmatic platform enabled this advertiser to drive 127% more leads and increase the number of new visitors to the site by 30% compared to the previous year. Also, the average time spent on site increased by 268%, proving the leads we drove to site were both extremely qualified and interested. With the additional traffic to site, the advertiser saw a 20% increase in pages visited. This increase in qualified leads to their site helped the advertiser surpass their 2013 revenue goal.

THE CHALLENGE

This University was trying to increase applications and awareness for their fall MBA program and was struggling to find a partner who could achieve a CPA of $200 within the desired DMAs. They enlisted the help of our team to reach the target audience online and drive qualified applications for the fall semester.

SOLUTION

Our team developed a comprehensive strategy to reach an engaged and qualified audience near the six campus locations. Search Retargeting was key in enabling this advertiser to reach new customers and serve
customized ads based on the campus closest to the user. Our team’s multivariate optimization algorithm combined with human optimizations helped drive down the CPA and increase CTR.

RESULTS

Through multiple tactics and optimizations our team was able to achieve a CPA of $159, which exceeded the goal of $200, all while maintaining a .45% CTR.

A pharmaceutical company was looking to promote a drug for treating a common eye condition. They enlisted the help of our team to more precisely target their primary audience of optometrists and ophthalmologists, with the goal of achieving a $100 CPA.

SOLUTION

Our team and the advertiser developed a comprehensive strategy of search retargeting at the keyword level and geo-fencing, with custom-shaped target zones drawn around doctors’ offices. With quick learning from the campaign launch, our team and our multivariate algorithms made mid-flight optimizations to improve performance, including fine-tuning keywords and shifting budgets to the highest performing keywords and tactics. Without mobile ad sizes, users who entered a geo-fence were delivered ads to their desktops using cross-device matching.

RESULTS
With approximately two months remaining in the four-month campaign, our team has been able to deliver a CPA of $12.68, vastly exceeding the client’s initial goal of a $100 CPA. The campaign has also achieved a CPV of $12.68, exceeding the initial goal of a $100 CPV. Further, the cross-device matched geo-fencing desktop ads have achieved a .18% CTR, doubling the industry average of .08-.1% CTR.