The solution and results:
The promotion campaign was run in three phases, allowing the measurement and evaluation of each phase to increase the impact.
Impressions, reach, engagement, competition entries and web traffic were evaluated to ensure results were geared towards meeting the strategic objective of the campaign.
Everything was tested – each advertisement, each post, each channel, with evidence from each test and each phase used to inform the next. The accelerating levels of engagement with each phase demonstrate the effectiveness of this approach.
More significantly, in the two months following the campaign website traffic remained high, showing a 44% rise in visitor numbers over the two months preceding the campaign – demonstrating a raised awareness of the website as a resource and of the SAS brand.