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Case Study

Beavis and Butt-head: Expanding reach and engagement in Google ad buys

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Beavis and Butt-head

Google Adsense

The Situation:

MTV was looking for ways to expand awareness and interest on their relaunch of Beavis. They went ahead and bought contextual advertising in Google AdSense using a list of keywords researched by them and suggested by Google AdPlanner tool. This brought them certain reach but the client wanted more.

The Solution:

Colligent’s targeting identified specific TV show and music artist keywords that Beavis fans engaged with and vice versa. The client created a new ad group with these keywords to buy additional contextual advertising.

The Results:

When compared to their in-house ad group, the Colligent ad group increased their reach by 177% with a 11% higher click-thru rate (CTR) and cost per click (CPC) that was slightly lower. Beavis opened with a 2.6 rating compared to a targeted rating of 2.0.

 

Google/MTV Keywords Colligent Keywords Performance Difference
Impressions 11,196,214 20,074,832 +177%
CTR 0.0348% 0.0384% +11%
CPC $2.39 $2.38 -0.6%

MTV’s Punk’d: Keyword Targeting in Facebook

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Punk'dStarbucks

The Situation:

In preparation for MTV’s relaunch of Punk’d MTV wanted to reach a targeted audience in Facebook to build awareness and buzz. They chose Facebook ad buy for advertising. The targeting was complex and had to be relevant to both the show’s audience as well as the celebrities appearing on each episode.

The Solution:

Colligent provided targeted keywords consisting of TV shows, music, and celebrities based on the audience’s interests. The keywords were split into groups appealing to men and women then advertised in Facebook for a week leading to the launch.

The Results:

The keyword campaign generated 4.2 million impressions with a 1.644% CTR, one of the highest ever reported within Facebook for any campaign. Out of the people that clicked, 38% engaged by liking the page or making a comment within first 2 days!

 

Keyword Results
4.2 million impressions
1.644% click thru rate
38% clicks to connections

Jonas Brothers: Television Ad Targeting

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Jonas Brothers Fans of Jonas Brothers - Demographics
For Jonas Brothers, our analysis identified Hispanics as a significant demographic group. The client used this insight to buy TV advertising targeting hispanic media, ahead of an album release. The album went on to have higher sales than the previous album.

 

The Situation:

Disney was looking for ways to expand marketing reach for Jonas Brothers.

 

The Solution:

Colligent’s analysis showed hispanics to be a significant demographic group. The client did some field checks that confirmed the presence of hispanics in significant numbers in Jonas concerts. Client went ahead and did a major TV media placement ahead of their new album release, armed with knowledge and confidence that this will be an effective buy.

 

The Results:

Sales of new Jonas Brothers album did significantly better than the previous album.

Victoria’s Secret PINK and Jesse McCartney: Identifying Tour Sponsors

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Jesse McCartney Victoria's Secret Pink

 

1,979 common fans of Jesse McCartney and Victoria's Secret Pink

For Hollywood Records, part of Disney, our analysis showed that the top brand liked by Jesse McCartney’s fans was Victoria’s Secret PINK. The client used this insight to secure a partnership with PINK.

 

The Situation:

Hollywood Records, part of Disney, was looking for a sponsor for the upcoming tour of one of their artists, Jesse McCartney.

 

The Solution:

Colligent’s analysis showed the high affinity Victoria’s Secret PINK fans had for Jesse McCartney and the reciprocal love Jesse’s fans had for PINK. This enabled the client to pitch to PINK the value of sponsoring Jesse’s tour, backed by emotional affinity data.

 

The Results:

Jesse’s tour was sponsored by Victoria’s Secret PINK. During the touring period, the affinity among Jesse’s fans for PINK increased further.

Starbucks & Maroon 5: Finding Sponsors

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Maroon 5 Starbucks

 

34,918 Common fans of Maroon 5 and Starbucks

For the record label A&M Octone, our analysis showed the high liking Maroon 5 fans had for Starbucks coffee. The client used this affinity to secure a sponsorship.

 

The Situation:

A&M/Octone Records a forward thinking independent label distributed by Universal, was looking for a sponsor for their well known artist, Maroon 5.

 

The Solution:

Colligent’s analysis showed the high affinity Starbucks fans had for Maroon 5 and the reciprocal love Maroon 5 fans had for Starbucks. This enabled the client to pitch to Starbucks the value of sponsoring Maroon 5 backed by emotional affinity data.

 

The Results:

Starbucks did a major sponsorship of Maroon 5 including preferred placement in their stores as well as online. This resulted in a win-win relationship for Starbucks and Maroon 5.

Pepsi & Nicki Minaj: Identifying Sponsorship Opportunities

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Pepsi
Nicki Minaj
35,501 Common fans of Nicki Minaj and Pepsi
The Situation:

Pepsi was looking re-energize their brand around their new positioning “Live For Now”. They were looking to sponsor an artist that best resonated with their audience. Based on the theme, they arrived at 4 artist candidates to choose from. To help them decide, they asked Colligent to analyze and recommend the best choice.

 

The Solution:

Colligent did an affinity analysis between Pepsi and the 4 artists. The analysis was done on current mutual affinity between Pepsi and respective artists, and the growth in that affinity over last 12 months. The analysis revealed that Nicki Minaj was the best choice for Pepsi.

 

The Results:

Pepsi decided to go with Nicki Minaj for sponsorship. In the first 8 weeks of the relationship, the mutual engagement (MeQ score) among the most engaged fans grew from 78.74 to 95.34. This demonstrated strong reception of the partnership among fans of both brands.