As an incentive to western expatriates (especially lovers) to check the valentine promotion through the www.saks5thavenue.com website, Flip Media enabled personalized banners to count down the days, hours, and minutes till the 14th of February 2006. The banner with its customized features (through brand central) got a tremendous feedback by users clicking on the banner and thus landing into Saks.

Although the campaign had a limited budget and ran only on two portals, it created a special effect by connecting with the viewers thus leading to an industry high CTR%  of 0.6.

Once again, Brand Central proved to be more than just a 3rd Party Reporting Server, but also as a planning, creative, and trafficking tool which secures each campaign a success of its own.

Solution:
The main objective of this campaign was to increase awareness of Pert Plus and provide questionnaires to define the positioning of Pert Plus. By choosing the right portals, which mainly target male users, we tracked user behavior by Post Click Analysis activity and see how many completed the online registration form. According to the research findings on Brand Central, the male user was successfully targeted, and represented 84% of total registrations.

As our target audience was males, the following findings are based only on the registrations: Saudi Arabia led with 47% of registrations. UAE had 21%, Kuwait had 11.1% while Qatar, Bahrain, Oman, and Yemen made up the rest. All in all, Brand Central was able to track a total number of 4,745 registrations, according to portal, country, creative format and language performance (Arabic Banners vs. English Banners).

Solution:
Brand Central facilitated and greatly reduced the effort required for planning this campaign. When planning the campaign we viewed similar campaigns on BC and analyzed the data and performance of past publishers used.
We also did not have too go through too tedious a process on including new suppliers in the markets we normally don’t operate in, as once the information was updated into BC, all information was available with a few clicks. We could easily compare and analyze performance of portals of up to 3 portals at a time using the Alexa comparison tool on Brand Central.

Results:
Calculation of the net and gross costs for portals that had their own individual rate and commission structures was automatically generated by BC since all the right information was already present. We then selected the best performing portals as well as newly recommended portals targeting our audience. All in all, the whole process was completed in the blink of an eye.

Our challenge was to specifically target the female user, collect their data, create awareness and ensure a successful campaign. The target audience comprised of 14 to 24 year old women (students, university graduates and young mothers) residing in Saudi, Kuwait and the UAE.

Solution:

Brand Central facilitated the planning, optimizing and reporting for this campaign. When planning the campaign we viewed the past Braun campaigns as well as similar campaigns on Brand Central and analyzed the data and performance of past publishers used.

Based on that we selected the portals with the best performance, as well as recommended new portals specific to the target audience.

Optimization and reporting was done through a detailed flight by flight analysis that included daily monitoring of planned impressions, clicks, CTR, post click activity (performance of website sections), cost and unique values.

Reporting was also done on a weekly basis by downloading and analyzing the reports from Brand Central, by publisher, by day, country, progress etc.

Result:

Through the effective planning and reporting tools of Brand Central and the correct choice of publishers we were able to generate over 36,000 clicks, comprising of over 13,000 registrants (90% females) with an average high CTR of 0.90 % within 1 month. Post click analysis provided the additional option of monitoring users’ behavior on the Silk Epil website, which generated over 8,000 post clicks through Brand Central tracking.

Solution:
For this campaign we were targeting South Africa which meant we had to reach international portals. Our main concern was to introduce international portals to Brand Central and familiarize them to our tracking system. Usually,international portals are wary of third party tracking systems, given the various problems they might face. But we overcame this obstacle by providing in-depth training on how Brand Central works, and how it would benefit them.

Brand Central offers both client and portals user name and password so they can access their reports and check how their campaigns are performing.  For example, we were able to track banner performance and concluded that it received 2,724 clicks. Thus we concluded that Emaar could find a target audience in South Africa and that we should concentrate on campaigns for this specific target market.

To establish Brand Central as a server capable of meeting Maktoob.com’s campaign and fulfilling targeting, tracking, and reporting needs.

Solution:

Brand Central offers fast and easy access to campaign acts. The fact that the performance of a banner can be tracked by day, week, placement and country is helpful in analyzing the strength versus the weakness of a media plan. This gives room for a publisher to raise suggestions to improve overall campaign performance. Brand Central is designed to allow flexible changes to a campaign. Changes can be implemented fast and the system reliably follows modifications in end date, demographic and geographic targeting, frequency capping, and impressions allocation.

The server loads quickly which includes the export of reports into excel format with a simple click. Exporting reports promptly is helpful for internal distribution, modification and additional analysis before starting the weekly reporting. Further to this, Brand Central makes data available in real-time, which means we do not have to wait for it to become available or updated to report on.