OVERVIEW
A non profit organization was looking to raise awareness about the harmful health effects of drinking soda by using a programmatic video advertising campaign. It enlisted 535media to reach a primarily high school-aged audience with the goal of achieving a high CTR and video completion rate.
CATEGORY
HEALTH & WELLNESS
CAMPAIGN LENGTH
2 MONTHS
FINAL WEEK RESULT
.32% CTR
SOLUTION
535media developed a strategy that involved keyword contextual search retargeting, geo-fencing, and geo-optimization to target teenage users in the area. We drew geo-fences around 31 high schools, developed custom keyword lists, and whitelisted domains that the target audience frequently visited. After launch, 535media optimized the campaign by removing underperforming keywords and blacklisting domains.
Results
During the two-month campaign, 535media delivered a .32% CTR. Additionally, the campaign achieved a successful 68% video completion rate.