Audio & Print for a State-of-the-Art Private Hospital
Launching a new private hospital in the UK, while increasing trust and recognition of their brand.
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Programmatic for a State-of-the-Art Private Hospital
A global campaign to showcase their operations.
Client
Private Hospital
SERVICE
Content Marketing
Exceeded impressions
694%
The Challenge
While opening their first hospital in the UK, our client faced the challenge of increasing brand awareness and recognition. Our goal? To help them achieve their key performance indicators (KPIs) by driving impressions and appointment enquiries to their unique target audience.
The Approach
To drive impressions and appointment enquiries, we needed to use an audience segmentation and data-driven approach.
To reach a high-quality audience, the private media deals were tailored to tier 1 digital publishers such as HEARST magazine, while the audience segmentation was based on behaviour, interests and contextual targeting. We also used A/B testing and third-party audience lists to constantly optimise and refine the media strategy.
The programmatic media strategy utilised technology to automate the buying, placement and optimization of media advertising. And by using both private and public auctions, we could reach a wide audience while maintaining control over the quality of the inventory purchased.
The Results
- Increased brand recognition.
- We exceeded our target impressions by 694%, driving 4,600 engaged users each month.
- 58% of the total impressions of the campaign were delivered by programmatic.
- 36% of the audience on the programmatic channels watched our video ads till the end.
- 34% lower CPM was achieved compared to our estimated target on the programmatic channels.
The success of this campaign highlights our expertise in programmatic media and our commitment to delivering results for our clients.
