Archives: Portfolio

Solution

Result

Solution

Result (Improved the Client’s CTR)

Solution

Results (Lower Cost Per Acquisition)

East Point is a small city with a vibrant community and Deana was already serving as Mayor but wanted to ensure she got her message out to millennials and consumers of content on digital platforms, so they hired Propellant Media to assist in securing her re-election as mayor.

Solution

Our team implement several different strategies that allowed Deana to connect more directly with the people of East Point:

• Facebook/Instragram – our team developed a campaign centered around millennials and high propensity voters who live the City of East Point
• Programmatic Display (Geo Fencing) – our team located specific pockets and high traffic areas in East Point to target so we can could effectively get our message out to key neighborhoods

Result (Won her re-election as Mayor)

Deana Ingraham was elected to her second term as Mayor of East Point.  Deana credited our team with both securing her place with a comfortable win, but also developing strategies that will help give her a running start with strong political capital to get legislation and work done on behalf of the city.

Keisha was already a formidable candidate having the backing of the current mayor of Atlanta, deep roots within the city, and a strong grassroots operation.  After winning the primary and knowing she would be going toe to toe with Mary Norwood, she had to amp up her digital operation and message.  Our agency was brought on as a consultant to assist with that amplification.

Solution

Propellant Media devised a Facebook/Instagram advertising campaign centered on leveraging Keisha’s existing base of voters who have express an interest in learning more about her candidacy.  We leveraged both high propensity voters as well as that existing based with targeted video content to excite her base, micro target segments with micro issues critical to those voting blocks, and turning out voters at key events during the remainder of the campaign.

Result (Won by less than 800 votes)

Keisha Lance Bottoms won the Atlanta Mayoral Election by 800 votes, which we believe was partially impacted by our digital advertising operation, which was non existent prior to the runoff.

An art museum in California was trying to find ways to advertise their summer camp without blowing a hole into their budget.  They also wanted to fund new ways to promote events at the Art Museum as well as continue speaking to those who visited the art museum for various events.  That’s when they decided to engage our team.

SOLUTION

Our team helped the art museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to.  Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited this art museum.

RESULTS

First, our team was successful in securing the grant for the Art Museum which they’ve been able to utilize 80% of it month-over-month.  In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.

Situation

WNYC (www.wnyc.org) is a New York based radio station with a hefty website and tons of podcasts.  Given they are under the brand of NPR radio, a non profit and 501c3, our team engaged with them to determine how best they could apply for the Google Grant of $10,000/month and also how best best to leverage it for their radio station.

Solution

First, our team had to apply for the Google Grant for our client which we were successfully approved for. Next, our team created a robust and highly segmented paid search campaign that including fundraising initiatives, advertising exposure for the radio station, and membership drives in highly segmented parts of the USA.

Results

Our team not only helped the clients successfully increase it’s exposure for the radio station, due to meeting the max $10,000/month budget we were able to apply for the grantspro account which entails $40,000/month in advertising credit on Google’s search platform.  To say the least, our engagement was a success.

A mayoral candidate in Birmingham, Alabama began his journey to unseat a two-term mayor who had been in government since the late 1980’s.  The challenger knew he had to do things a little differently, show he is listening to the voters while sharing his message with everyone willing to listen.  But because his name ID was not well known, he also needed to leverage a less cost effective strategy for fundraising, garnering volunteers, and ultimately winning the support of Birmingham constituents.  That’s when the campaign turned to Propellant Media.

SOLUTION

Our team implemented a 5 prong strategy.  We geo fenced two of the colleges in Birmingham, utilized our CRM technology to serve Ads to high propensity voters we retrieved from our voter file list, implemented site retargeting so we could continue speaking to those who were thinking about his candidacy, utilized the same voter file to target those same constituents on Facebook/Instagram, and utilized video spots to create more of a persuasive argument for the candidate.

Result (Polled 14% to 59%)

When our team engaged with the candidate, he was polling in third place at 14% while the 2-term incumbent was at 54%.  During the first runoff election, our client ended at 41% while the incumbent finished at 37%.  During the second runoff between the two, our client finished at 58% while the incumbent finished at 41%.  The campaign manager told us, “they were concerned about a lot of things during the campaign, but never digital.  Our campaigns were an integral part to winning this election for mayor.”

With only weeks until election day, this politician was losing the Senatorial race to his opposition and needed to reach voters online in several key counties to complement his TV & direct mail efforts. An online strategy was quickly developed to reach users in the target geographies and an online audience was created that mirrored who they were already targeting through traditional advertising to extend the campaigns reach.

RESULTS
Prospecting campaigns for each geography were run with viewability constraints to ensure the ads were served on sites with ads in view. Over 5.3 million impressions were served on top sites in the specified counties during the two week campaign. In addition to driving a .11% CTR, this politician was elected. The campaign was so successful, a national political news site published an article about the power of strategic digital campaigns to win over voters based on this politician’s success with creating digital audiences.

This local advertiser was using Paid Search and SEO to drive visitors to their site. They were having good success but wanted to see if there was a cost effective way to improve upon what they were already doing. They partnered with our team to add display advertising to their marketing mix with the goal of driving incremental quality traffic to their site.

RESULTS
Our team’s programmatic platform enabled this advertiser to drive 127% more leads and increase the number of new visitors to the site by 30% compared to the previous year. Also, the average time spent on site increased by 268%, proving the leads we drove to site were both extremely qualified and interested. With the additional traffic to site, the advertiser saw a 20% increase in pages visited. This increase in qualified leads to their site helped the advertiser surpass their 2013 revenue goal.

THE CHALLENGE

This University was trying to increase applications and awareness for their fall MBA program and was struggling to find a partner who could achieve a CPA of $200 within the desired DMAs. They enlisted the help of our team to reach the target audience online and drive qualified applications for the fall semester.

SOLUTION

Our team developed a comprehensive strategy to reach an engaged and qualified audience near the six campus locations. Search Retargeting was key in enabling this advertiser to reach new customers and serve
customized ads based on the campus closest to the user. Our team’s multivariate optimization algorithm combined with human optimizations helped drive down the CPA and increase CTR.

RESULTS

Through multiple tactics and optimizations our team was able to achieve a CPA of $159, which exceeded the goal of $200, all while maintaining a .45% CTR.

A pharmaceutical company was looking to promote a drug for treating a common eye condition. They enlisted the help of our team to more precisely target their primary audience of optometrists and ophthalmologists, with the goal of achieving a $100 CPA.

SOLUTION

Our team and the advertiser developed a comprehensive strategy of search retargeting at the keyword level and geo-fencing, with custom-shaped target zones drawn around doctors’ offices. With quick learning from the campaign launch, our team and our multivariate algorithms made mid-flight optimizations to improve performance, including fine-tuning keywords and shifting budgets to the highest performing keywords and tactics. Without mobile ad sizes, users who entered a geo-fence were delivered ads to their desktops using cross-device matching.

RESULTS
With approximately two months remaining in the four-month campaign, our team has been able to deliver a CPA of $12.68, vastly exceeding the client’s initial goal of a $100 CPA. The campaign has also achieved a CPV of $12.68, exceeding the initial goal of a $100 CPV. Further, the cross-device matched geo-fencing desktop ads have achieved a .18% CTR, doubling the industry average of .08-.1% CTR.

The Challenge

A regional restaurant chain located inside a hotel chain was looking to build brand awareness and drive in-store conversions at a low CPA. They have tried other tactics, but after learning about geofencing, they wanted to test out the tactic for potential roll-out to their chain of restaurants.

They were unable to find a vendor who could reach the target market and keep the CPA at or below $20. They enlisted the help of our team to utilize new geo-fencing technology in order to more precisely target their audience, track conversions, and improve their overall advertising performance.

Solution

The advertiser identified the key restaurants, nearby hotels, and places of interest for which they wanted to increase visits and sales, as well as their top competitor locations.

Some of the tactics we leveraged includes:

• Geofencing Marketing – We focused on many nearby food and restaurant competitors, hotels, and places of interest where people are traveling
• Conversion Zone Tracking – Our team then developed a comprehensive strategy of geo-fencing with conversion zones to target those competitors within a 10 mile radius and then measure conversions to the advertiser’s restaurants.
• Search/Keyword Contextual – The campaign also featured search retargeting at the keyword level, category contextual targeting and site retargeting. Our team and our multivariate algorithms worked to further optimized the campaign based on latitude and longitude data within local, targeted areas and applied these geo-locations to target our delivery to the advertiser’s intended audiences. Additionally, the team was also able to further optimize keywords and blacklist certain domains mid-flight to decrease CPA and extend reach to the target audience.

Results

Our team was able to deliver a low CPA of $4.95, which far exceeded the advertiser’s goal of $20 CPA. With our team’s Conversion Zone tool, the advertiser was also able to track their Total Visit Rate (TVR), which showed the percentage of people who were served an ad and came to the store, and Cost Per Visit (CPV), which denoted the amount of advertising spend per a person who came to the store.

A local travel and tourism website for a popular vacation destination wanted to use programmatic video to drive awareness among their target audience in key locations around the United States. They enlisted the help of our team’s programmatic platform and used a variety of pre-roll video tactics to drive up the
CTR and maximize performance.

SOLUTION

Our team developed a comprehensive strategy of search retargeting at the keyword level, category contextual targeting and mobile geo-optimization for pre-roll video. Each tactic was supported by :30 and :60 second video creative. After launch, our team and our multivariate algorithms worked to enhance the campaign on a regular basis by optimizing keywords, adding category contextual elements, adjusting frequency cap, and blacklisting poorly performing domains, all to drive up the video completion rate and CTR.

RESULTS
Through multiple tactics and optimizations, our team was able to deliver an average video completion rate of more than 60% over the course of three months with a .24% CTR.