Flashpoint works with dozens of leading brands and media agencies on a diverse range of digital campaigns. The team at Flashpoint is driven by its desire to deliver tangible ROI for our advertiser clients. Below are case study reviews of a select few campaigns we have recently executed.
Paid Social – Boyle Sports
Promotion of the "Road to a million" competition. A competition based around the FIFA 2010 World Cup with the chance to win a €1 million for predicting the correct results at the event.
Objectives
The primary objective was to generate registrations and signups for the Boyle Sports "Road to a million" competition within the target CPA and at a profitable ROI.
The secondary objective was to gather as much information as possible on the target audience to determine the most profitable group of players, by widely testing all the different variables within Facebook.
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Methodology
One of the main advantages of advertising within Facebook is the wide variety of targeting options the site can offer. In order to generate a full picture we tested several variables including; gender, age, image, copy, offer, day of week, specific keywords, relationship status, education and landing pages.
Another interesting target selection which was tested was relationship status, allowing us to compare the ROI of single men and women versus those in a relationship.
Results
From the campaign start through to finish we successfully delivered competition entrants for Boyle Sports well below their CPA target.
Performance Display – McDonalds
Promotion of Menu Specials offering at national level.
Objectives
Mediaworks, working on behalf of their client McDonalds, set us the key task of maximising the national reach of their new “Menu Specials” promotional message. Mediaworks decided to compliment their premium online placements with the more cost effective choice of performance networks. Flashpoint was appointed to test the ability of a performance network to achieve the desired national reach.
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Methodology
Flashpoint built a customised, highly focused campaign for McDonalds with key audience demographical segments targeted. The campaign was carefully planned and executed with Mediaworks supporting Flashpoint and sharing details of other elements of the campaign to avoid duplication of spend. Flashpoint used behavioural targeting across the network to minimise wastage and maximise reach.
Results
The first campaign to be tested achieved a massive 72% reach to the entire Irish adult online population. This was, according to Mediawork’s digital planner, Ruth O’Sullivan "far higher than any tactic has delivered before. Taking into account the time restrictions placed on Flashpoint, they performed very impressively".
Flashpoint Video – Warner Bros
(Harry Potter)
Online promotion and launch of the latest Harry Potter movie.
Objectives
To drive national awareness of the launch of the movie “Harry Potter and the half-blood prince” through the delivery of high-impact movie trailers in a cost effective manner.
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Methodology
Flashpoint took the brief provided by the client's agency (Net Behaviour) and analysed the key objectives. The target market was 18-24 years with a strong male bias. Flashpoint recommended the use of our in-game video network. Flashpoint carefully selected the best games to &fit& the brief from a network of over 600 sites to run the movie trailer. Flashpoint executed the campaign with the added feature of a &wrap-around skin& in the gaming environment to maximise overall impact at no extra media cost.
Results
The campaign had an overall average Click Through Rate (CTR) of 3% and feedback from client and agency was excellent. Lara Quinn, account manager for Net Behaviour said "The response rate was very impressive and the Flashpoint Video Network was the most successful tactic used with over 9,000 visits to the client site, an extremely low CPC and with one of the highest percentage Click Through Rates compared with other video networks and sites".
Social Display – Johnson & Johnson (Neutrogena)
Promotion of the Neutrogena brand’s Wave facial cleansing system
Objectives
To drive awareness of the Neutrogena Wave facial cleansing system amongst the key market segment of 18-24 year old females nationally.
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Methodology
One of the benefits of social media is that it enables not only the targeting of specific market segments but, used properly, it also encourages / stimulates a level brand engagement among users and their relevant peer group. With this in mind Flashpoint worked with our partner RockYou to build a custom, virally distributable Neutrogena Wave icon which users could send to their friends on Facebook.
Results
The campaign was a massive success. Using RockYou’s Facebook application "Hug Me" Irish users sent an incredible 25,000 virtual Neutrogena Waves to their Facebook friends.
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