3. RESULTS GOALS VS FINAL RESULTS MEDIA MIX (ONLINE AND OFFLINE) DIGITAL CAMPAIGN PROJECT AND GOALS with the DIGITAL CAMPAIGN we achieved 51% The campaign was fundamental in raising website visits and appliance intentions. Creating awareness amongst the target was extremely important for the campaign's success. Impulso Jovem is a program promoted by IEFP, a national public service that offers a range of measures to help create jobs - one of Portugal's main problems nowadays. We designed a digital strategy to promote the program amongst the target audience - young people and companies - which was supported by the creation of a website and an activation campaign. These were our main goals: WEBSITE VISITS: from 25.000 to 35.000/month 6 months duration: from November 7th, 2012 to May 6th, 2013 : November 7th Campaign Start: - Google Search - Google Retargeting - Display site - Facebook - LinkedIn targeting. April 2nd Program measures got an overhaul, raising its awareness in the media. google search display site targeting google retargeting FB Ads LinkedIn media press IEFP flyers website visits Goals Results (average/month) appliance intentions newsletter subscription from 25.000 to 35.000 10% of visits 2% of visits 59.248 16,5% 2,6% MONITORING AND OPTIMIZATION Constant monitoring and optimizations were crucial to the campaign's success. January 7th Exclusive online promotional video - Google display site targeting (young people). - Youtube: channel and website featured area. Plan Optimizations: - Investment reallocation to better performance formats. DEC OCT FEB MAR MAY NOV JAN APR THE IMPORTANCE OF DIGITAL IN AN INTEGRATED MEDIA CAMPAIGN no. of visits no. of appliance intentions digital campaign NEWSLETTER SUBSCRIPTIONS: 2% of the visits 59% visits 1. THE CHALLENGE APPLIANCE INTENTIONS: 10% of the visits 2. CAMPAIGN 3 main peaks on website visits and appliance intentions were registered: appliance intentions 20K 40K 60K 80K 10% 20% 30% 40% 14,8% 20,9% 47 702 72 340 76 922 16,7%