The main objectives of the campaign were to raise brand awareness and favourability and to promote a new range of clothing. Additionally, the campaign needed to drive traffic to the Debenhams website and to optimise views of their video creative.
To increase brand awareness and favourability, Exponential used its premium user initiated engagement product Firefly Video, to deliver an impactful campaign. Exponential built three distinct creative units to be targeted at different audience segments in short three day bursts. The campaign was run across Exponential’s publisher network on a cost per engagement basis to ensure no media wastage.
Exponential built three bespoke branded Firefly Video units for Debenhams. Two creatives were targeted at shopping and female behaviours, and the third creative was targeted at shopping and male behaviours.
A classic Firefly Video unit with an emphasis on the video player enabled a fast turn around time for all three creatives. The unit included an option to sign up for email offers and newsletters. There were options to click through to the website and the Facebook fan page. The campaign included a free Vizu study on brand lift as a result of the Firefly ad.
Exponential delivered a CTR of 7.5 per cent, which is 30 per cent higher than the retail industry average. Nineteen per cent of engagers watched more than 15 seconds of the video and eight per cent watched the full video. The Vizu study showed a 17.1 per cent lift in those who view the brand favourably.