What I Was Told
A CULTURALLY RELEVANT, THUMB-STOPPING STORY + CONTEXTUAL MEDIA PLACEMENT
We celebrated International Women’s Day with women in tech talking about how they overcame discouragement in their fields. This campaign was 100% made in-house and I was part of the core team (6 total) overseeing all aspects.
We took over the Wall Street Journal and New York Times home, tech and market pages for one week with custom pre- and post-Women’s Day messaging.
My team handled digital development, optimized Google Analytics, advised on the media strategy and the ad buy for WSJ.com, NYTimes.com & over a dozen high-profile programmatic placements.
The campaign was emotional—and a huge success. The stats tell it all:
A small, targeted buy drove 7.5% of client's total website traffic that week
Pre-roll video drove 50% of that traffic. This is NOT normal! Pre-roll rarely inspires high levels of click through. Indicates that the message resonated.
Our Wall Street Journal CTR was far above above the WSJ average (.32% v . 08%)
HTML5, Google Analytics, AdManager