The stories below showcase our mastery in merging creative thinking with data-driven decisions to achieve outstanding results. By leveraging innovative strategies backed by thorough data analysis, we consistently deliver significant performance enhancements, demonstrating the powerful impact of our expertly crafted marketing campaigns; leaving clients satisfied with amazing stories!
Challenge
FreedomCar recently ventured into the realm of social media, aiming to increase their brand awareness and customer engagement. Despite having a strong offline presence, they were new to digital platforms and struggled to build a follower base on Instagram. Their primary objective was to quickly establish a significant online presence and engage potential customers effectively through social media.
Action
To address this challenge, we developed a strategic plan that involved collaborating with well-known social media influencers. We identified influencers whose audience matched the target demographic of our client and settled on one influencer that would yield the best results. The influencer was invited to experience the service firsthand and create engaging Instagram reels that highlighted the unique features, convenience, and reliability of the service. The influencer shared their positive experiences through creative and authentic content, effectively capturing the attention of their followers.
Result
The campaign yielded impressive results. Within just 24 hours of the influencer posting their content, our client's Instagram following surged by 121%. This significant increase not only boosted their online visibility but also led to higher engagement rates, with more likes, comments, and shares on their posts. The rapid growth in their follower count validated the effectiveness of using influencer marketing to build a social media presence, ultimately helping our client to connect with a broader audience and potential customers.
Challenge
Our client, a senior living facility, approached us with the goal of increasing their website traffic and generating more qualified leads. They needed a robust digital marketing strategy to enhance their online presence and attract potential residents.
Action
To achieve these objectives, we implemented a comprehensive digital marketing campaign that included targeted social media management and strategic display ads. We created engaging content tailored to the senior living audience and utilized precise targeting to reach the right demographics. Additionally, we optimized display ads to drive traffic to the client's website, ensuring a seamless user experience and effective call-to-actions to encourage lead generation.
Result
The results were remarkable. Within 30 days, we increased website traffic by 30% month-over-month (MoM) and 214% year-over-year (YoY). Our efforts led to achieving an $11 cost per thousand impressions (CPM) and a $0.48 cost per click (CPC). Most importantly, we saw a 112% increase in qualified leads, significantly boosting the client's potential for new resident enrollments and enhancing their overall digital footprint.
Challenge
An apartment complex for senior citizens was looking to advertise a rent-free promotion and drive inquiries from potential new residents. They enlisted the help of our team to utilize new geo-fencing technology and several other tactics to more accurately reach their target audience and drive visits to their website and physical location.
Action
We knew we had an opportunity to reach the target audience with programmatic display solutions. So we focused on the following digital tactics:
- Geofencing Marketing – The advertiser identified the key locations to reach their target audience and our team built geo-fences around those sites.
- Site Retargeting – The campaign also featured search retargeting at the keyword level and category contextual targeting to reach users interested in senior living.
- Keyword Contextual/Search Retargeting – We leveraged a number of popular keywords such as "50 plus apartments," "senior apartment living," etc., in order to ensure we reached our target audience.
- Conversion Zone Tracking – Additionally, the client decided mid-flight to implement a geo-fence conversion zone around the apartment complex in order to measure the number of individuals who were delivered an ad and then visited the complex. Our team and our multivariate algorithms worked to continually optimize the campaign mid-flight by optimizing keywords, category contextual elements, and more.
Result
Over the month-long campaign, our team delivered a .41% CTR, more than quadrupling the industry average CTR of .08-.1%. With our team’s Conversion Zone tool, the advertiser was also able to track 109 geo-fence conversions at a CPA of $4.51.
Challenge
News stations have traditionally utilized methods of advertising including radio, TV, and even more TV. As local news stations work to innovate and test new waters to gain local news market share, one local news station in the southeast decided to partner with our agency in an effort to shift focus to cutting edge digital advertising channels. This local station in a top 25 market decided it was time to change course after remaining at 40 – 42% local news share in its viewing area.
Action
After coordinating with the creative director and the team at the news station, understanding top performing creative, and researching the demographics of the area, Propellant Media implemented a comprehensive digital marketing plan that constituted media buys and proactive granular digital execution during February and May sweeps, heavy weather periods, and other times throughout the year. Our team leveraged several digital channels including:
- Geofencing Marketing
- Programmatic Display
- Facebook/IG Advertising
- Google Adwords & YouTube Advertising
Our team tied these channels into an analytics dashboard the news station creative team could view each morning during their team meetings as they went through heavy sweeps periods.
Result
News Station Growth Report
The news station experienced six months of consecutive growth, claiming once again the #1 news position for morning, evening, and late news.
They are the only station to grow year-to-year in the 25-54 demographic. They achieved a 48.2% local news share in the 22-county viewing area, breaking a three-year record. They also asserted their dominance in the area’s largest county with a 54% local news share.
They continued their dominance as the digital leader among local news providers. Visits to the website were up 7% and page views increased 5% quarter-to-date. Their News and Weather App both continue to see an increase in downloads throughout the market. They also have the largest local news station social footprint in the market. Only 3 stations in the country are able to claim 50% of their local news viewing share market.
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