Background
Additional View was engaged by a Tasmanian advertising agency to devise and deliver the SOL Beer digital marketing campaign. The campaign target market was Australian Generation Y predominantly in the 18 to 24 year age group. The main objective of the campaign was to increase awareness of the SOL Beer brand using the online environment and deliver a digital communication strategy and campaign to increase the sales of Sol Beer. The campaign was to run in conjunction with offline events, in-store marketing and PR campaigns managed by the traditional agency. Additional View provided the required strategic, tactical implementation and campaign management expertise to deliver a community-based digital marketing strategy around a Web 2.0 website targeted at the 18 to 24 year demographic.
The website strategy was built around a competition.Users could register with the website and create a video, image or text-based competition entry and submit it to the website. Other registered users could rate and comment on the competition entries as well as invite friends to participate. Additional View built all the required website technology which included the integration of a YouTube application interface to allow members to submit videos hosted on YouTube. The reasoning behind this strategy was to ensure the campaign took advantage of existing social network communities to assist in promoting the brand, the product and the website.
Project Deliverables
- Strategic workshop to assist the traditional agency in understanding the online environment and latest industry trends, and formulate a digital strategy which would not only attract the target market but would also increase the brands reach. Additional View provided the knowledge required to effectively deliver a traditional media campaign using the digital medium.
- Scope and strategy documentation to set the direction for the agency in the delivery of any creative development.
- Complete website wireframes and specifications to ensure all website design elements were consistent with the objectives of the website and the digital marketing strategy.
- Usability testing which included recruiting, recording and reporting to the main stream advertising agency to educate and provide evidence to support changes necessary to maximise membership conversion on the website.
- Website development, hosting and technology including the creation of an automated competition draw methodology to meet the State Lottery legislation.
- Search engine marketing strategy to include both search engine optimisation and a 4 month summer search engine advertising campaign. The campaign deliverables included the planning, creation, execution, and reporting of 3 main Australian campaigns which were run consecutively on Google, Yahoo 7 and MSN. The campaign also included the delivery of banner advertising on a targeted Google network of sites.
- Email marketing campaigns including the planning, delivery and reporting of 3 email marketing campaigns to capitalise on a ‘refer a friend’ competition incentive.
- Campaign reporting and progress meetings to discuss the success of the campaign and provide full accountability of media spend.
- Website updates, revisions and maintenance to ensure the website did not fail under increased visitor and member activity.
Digital Campaign Results (4 Month Campaign Period)
The campaign was highly successful in raising the brand awareness, with results reflected in a significant increase in product sales.
Website metrics:
- 44,854 visits
- 31,614 absolute unique visitors
- 301,429 page views
- 205,097 unique page views
- 6.72 average page views per visit
- 4:16 minutes time on site
- 70.46% new visits
Customer participation over the 4 month campaign period:
- 5693 unique registered members
- 18% website conversion from unique visits to membership
- 508 competition entries
- 1184 comments placed on competition entries
- 12111 ratings placed against competition entries
The following chart is a reflection of the growing success of the campaign over the 4 month period.
The original campaign website can be viewed on Additional View’s website:
http://sol.additionalview.com
To find out more about Additional View, contact us.
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