Background
Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air, and part of the Box TV music channel portfolio.
4Music wanted to extend its reach, particularly among the 16-34 old market, promoting its Christmas programmes and driving high quality traffic to 4music.com.
Strategy
4Music chose Blowfish Digital, www.blowfishdigital.com to create and implement a digital campaign that combined, social media, PPC and video.
Implementation
Blowfish Digital used display advertising on Facebook. This drove users to watch video trailers of 4Music’s Christmas programmes on the 4Music fan page and 4Music.com, combining the use of: ‘social content’, refined targeting of 4Music’s fans, fans’ friends and people who had shown interest in featured/associated artists & shows.
The campaign pushes were scheduled around show broadcast times; combining ad copy and creative. The campaigns were geared to drive ‘likes’ for the 4Music brand on Facebook. Frequent optimisations were made to campaigns to ensure the budget was being spent cost effectively using the variables listed above as levers.
A Google PPC campaign was implemented in conjunction with this to drive further traffic through paid search.
A specific push on the Christmas programming was in place, as this was a key show for 4Music’s Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which was determined by how long each user spent on the site.
Video
Blowfish Digital implemented a rich media campaign, using a video expandable unit showcasing five of 4Music’s “Hero Shows” to engage and promote these programmes to 4Music’s target market. A bespoke unit was built around 4Music’s objectives, incorporating five different trailers for ‘Hero Shows’ with a heavy Facebook presence within the unit to maximise the opportunity for users to ‘share’ the content around Facebook. The advert ran on a walled garden of carefully selected sites to ensure it was seen in the right places and the desired users (16-34 Yr olds) were engaging with the videos.
Results
• Paid search on Google drove 118,450 users to 4Music.com
• Average time spent on the site 13 minutes
• The “Hero Show” tv ratings increased through the rich media campaign between 5%-120% on viewing targets for 16-34 yr olds.
• 101,500 Facebook brand interactions
• A 25% more “likes” for 4Music
• 300% increase on average share rate for the Tribal Fusion ad network for rich media ad
• Over 50% of engaged users likely to recommend the 4Music brand
The video content on the rich media advert was shared on Facebook over 500 times, - 300% above the average share rate for the Tribal Fusion ad network.
Melissa Pine from Box TV said
“4Music attracts some of the UK’s leading advertisers due to its rich content on-air and online. The uplift in users from paid search, interaction with the brand and time spent on the site as a result of this campaign has had a direct and positive impact on the perceived value of 4Music.”
The advertising campaigns generated 35,275 likes for the 4Music brand. This was a 25% increase in their total from campaign start date. It delivered 101,500 user interactions on Facebook with the brand.
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