Client: Flex Your Power

Campaign: Energy Savings News Widget

Challenge: Do the impossible


For the 2008 summer campaign, both the client and agency wanted to expand their interactive initiative. 2007’s CTR of .22% was not acceptable. The concept was to use FYP’s position as the state’s leading energy education partnership, as well as non-profit status, to secure prime inventory on their radio station partner Websites.

For the initial launch, the client asked that we integrate real-time, server side energy news into the home page on a half dozen leading news and news/talk stations in the State of California.

These energy news feeds were to be delivered to 6 Websites; all with different home page templates, different company interactive initiatives in place, different ad-serving systems, and varying levels of local technical expertise.

 

Solution:

Innovative’s role also went beyond the application. Our team:

  • Secured the positions and negotiated the rates on all of the stations
  • Worked with the stations to provide more favorable home page positions
  • Set up a project management site, complete with tasks and milestones
  • Worked with the FYP client in the development and distribution of the widget iframes
  • Created, distributed and monitored the streaming pre-roll player videos
  • Communicated with the client, agency and stations over the 16 week campaign
  • Handled all contracts, invoicing, payments, collections, etc. with the stations
  • Daily monitoring of widgets and pre-roll placement and delivery
  • Overall campaign quality assurance

 

Return On Objective:

  • Over 3 Million Impressions Delivered
  • Record 70,000 interactions (DoubleClick DART)
  • Overall CTR (advertorial & pre-roll): 2.25%
  • ROI Calc:
    • CPM: $39.55
    • Actual CPM: $29.56
    • Benchmark CTR: .22%
    • Actual CTR: 2.25%
    • Engagement factor: 2.03
    • Multiplication factor: 9.23
    • eCPM: $3.17

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