CAMPAIGN OVERVIEW
Raise awareness of Soap & Glory's Support of The Hygiene Bank amongst a target audience of Women 18-36 with an interest in health and beauty. Generate cash donations to The Hygiene Bank - a charity founded to aid those who frequently have to make the choice between hygiene, eating or keeping the lights on.
GOOD-LOOP STRATEGY
Managed service with watch to donate pre-roll and outstream player, delivered to a site list with emphasis on women's lifestyle and entertainment sites.
- Small and medium-sized players were the clear best performer for CVR results. We optimised delivery so that 99.5% of total impressions were delivered to small and medium sized players.
- Campaign delivery was predominantly focused on outstream placements (70% CVR average) as opposed to pre-roll placements (60% CVR average).
- Optimised to best-performing sites such as Cosmopolitan, Harper's Bazaar, Good Housekeeping, Hello! and Livestrong.
WHICH OF THESE BRANDS HAVE YOU HEARD OF?
Result: Soap & Glory made a significant climb from 58% to 74%.
WHICH OF THESE BRANDS DO YOU PERCEIVE TO BE THE MOST ETHICAL?
Result: Soap & Glory gained significantly in terms of ethical brand perception, rising from 3rd place to 1st, gaining 16% more of a share of the votes, representing a 90% increase in votes compared to the control.
DO YOU AGREE WITH THIS STATEMENT?
'Soap & Glory is a brand that cares about their customers & the community.'
Result: Net positive results grew from 19.5% to 35.6%. This represented a significant gain in brand perception and showing the strength of the giving message.
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