Story

Offline and online spendingLynda RathboneMD, Four Square Media

Case study: major UK campaign for top 10 charity

The Challenge: to continue the user journey online for 7 offline campaign activities that all drive traffic to the website home page. The activities included:

- TV (brand and DRTV)- Print (door drops, inserts)- Shops/posters- Events- Transvision- Press/celebrity

Case study: major charity - UK campaign activity

The story: all the campaign activities were driving potential supporters to the website home page, although 95% of the budget was spent on the offline activities.

Once users landed on the home page, there was nothing from the campaign they recognised, leading to an 81% bounce rate, very low donations and confusing user journeys.

Case study: major charity - UK campaign activity

The Learnings: you can lead a horse to water but you can’t make him drink.

1. The website home page is the first port of call2. No point in spending money on things like keywords

without a supporting content strategy3. Contextualisation is key - one journey should have

many paths

Winners and losers quiz

Question seven

Who won a Nobel prize?

A. Albert Einstein

B. Stephen Hawkings

C. Michael Faraday

Winners and losers quiz

Question seven

Who won a Nobel prize?

A. Albert Einstein

B. Stephen Hawkings

C. Michael Faraday

Thank you