CASE STUDY: Flora achieves 86% brand recall using FreeWall®
Provided by Rezonence
To reach and educate mums on the difference between Flora Gold and Flora
What was the Challenge / Background of the Campaign?
The challenge posed was to raise Flora Gold brand awareness and to differentiate it from Flora.
What was the Campaign Objective?
To educate mothers about the fact that Flora Gold is a blend of Flora and butter, while ensuring high engagement rates and accountability.
What was the Solution?
Ok! Magazine's well-suited audience was teamed up with FreeWall®'s proven engagement capabilities.
Simultaneously driving understanding and traffic to the Flora Gold website using FreeWall® Triple Play technology. The Flora Gold FreeWall® was a layered experience, seamlessly delivering 3 high impact formats for the price of 1: i) the in-stream Flora Gold ad ii) related multiple-choice question clearly highlighting Flora Gold's USP iii) kicker image at the bottom of article containing a clear call to action.
FreeWall® was frequency capped to 1 ad unit per user per day.
What were the Results?
An engagement rate of 19% was recorded (industry average 2%, according to DoubleClick) and Click-through rates of 1.4% (industry average 0.1%, according to DoubleClick).
"An internal study showed that 86% of people who engaged with FreeWall® recalled the brand." Joe Comiskey, Unilever.
What were the Key Learnings of this Campaign?
The results for the campaign demonstrated that presenting FreeWall® to the right audience on the right publisher can deliver positive brand awareness, product interest and effectively educate the consumer. Furthermore, Unilever were impressed with FreeWall®'s accountability, speed of deployment and adaption of existing creative assets. Additionally, Rezonence's cost per engagement basis, ensured that Unilever only paid for proven engagement, i.e when the question is answered correctly.