Challenge
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.
Solution
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. Optimization 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.
Results
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. Through the user donations unlocked by users watching the video, the campaign was able to raise an excellent £17,526 in donations for The Hygiene Bank. This money will help in their mission to end hygiene poverty in the UK&I by redistributing hygiene products and toiletries to charity partners across the UK&I.
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