Case Study

CAMPAIGN OBJECTIVE:

Air New Zealand’s overall key objective was to promote the airline as a long-haul carrier and to build awareness of the travel opportunities available, including various stop over destinations, with a German audience.

VIBRANT STRATEGY:

Air New Zealand enlisted the help of Vibrant’s Content Creation services to help position the brand as a high quality, efficient service and to engage a German audience of predominately 40-60 year old’s. With an aim to increase awareness of the brand as a premium airline amongst this group, Vibrant commissioned content partner, Scripted, to develop compelling content that would enrich the brand creative. Vibrant generated three pieces of original content: “Make Long Haul Easy”, “Your Perfect Partner – Make the most of your travels with Air New Zealand” and an “Air New Zealand Guide”, on how to travel New Zealand all year round. Vibrant suggested the popular new In-View format to host the articles – this is a user-initiated format that positions the brand ad within the heart of premium, relevant editorial. Once interacted with, the ad takes the consumer to a full-screen experience, consisting of rich article content. The engagement-focused format encouraged consumers to interact with Air New Zealand’s content without being forced to leave the page of editorial they were originally reading.

CAMPAIGN RESULTS

With the In-View format providing the perfect platform for custom content marketing pieces,  Air New Zealand were able to surpass their campaign objectives. By presenting the brand as a premium content provider, Air New Zealand is providing an experience that consumers want to pay attention to. The average dwell time for the top viewed article is 243 seconds, with the attention quality of the campaign as a whole reaching 71.34%. This is high above the MOAT benchmark of 29.9%.

CAMPAIGN OBJECTIVE:

Amazon Prime wanted to promote their multi-content, video service and to target 100% qualified and viewable users, in order to encourage them to consider the on-demand video platform. 

VIBRANT STRATEGY:

Amazon Prime Instant Video and Vibrant Media teamed up to create the industry’s first user-initiated, in-feed campaign. With an aim to increase awareness of the platform as a popular multi-content service, Vibrant launched the In-View format and worked with Amazon to achieve its core focus of distributing video views at scale . The engagement-focused format encouraged consumers to interact with the video content, from within the heart of premium, relevant, editorial . The campaign ran across contextually relevant lifestyle sites, and performed beyond expectation.

CAMPAIGN RESULTS

“We are always looking for innovative solutions to offer our clients. Vibrant In-View is a great example of a new format that not only works well for brands, but is in the interest of the consumer. It’s the only in-feed format that is user initiated which means we are getting qualified views from consumers that actively want to watch the brand video.”

Luc Jobrad, Senior Digital Media Exective, M2M Media

With the In-View format being geared up to showcase user-initiated video content, Vibrant was able to help Amazon Prime reach their target audience at scale. By giving consumers the choice to interact with the video, and by placing it within contextually relevant editorial the brand was able to achieve outstanding results. Completing over 100,000 views and with a 39% VTR, which is 19% higher than the industry standard, Vibrant’s In-View solution became the second highest performer on the media plan.

 

CAMPAIGN OBJECTIVE:

IBM’s main campaign objective was to inform and educate IT professionals on how they can outthink business challenges with the help of IBM. With a staggering amount of information available every day, IBM wanted to show how their cognitive systems can create real, smart solutions in the business world. IBM were looking to engage with their users by bringing their content to wherever their audience was reading about business, the industry and the cognitive era.

VIBRANT STRATEGY:

From Vibrant’s perspective it was important to provide IBM with a solution that would enable them to showcase and connect their great content with the right consumers. With this in mind we recommended the Mosaic 2.0 solution for this campaign: a purpose built format, which provided the brand with a unique opportunity to present their content in an interactive linear fashion.  The Mosaic 2.0 format also ensured IBM’s brand message was completely viewable due to Vibrant’s unique targeting and user initiation. The campaign ran over our premium IT pro and Business verticals, and allowed the content to reach the most relevant audience. A large amount of content directed consumers to the IBM website, and included educational videos, articles to entice the audience to find out more, and social feeds to enable brand conversation to be generated.

CAMPAIGN RESULTS

With the mosaic format being geared towards generating a high user engagement, Vibrant was able to help IBM reach their campaign goals successfully. With the cognitive Oncology tile driving he most traffic to the site and the Frank Abagnale IBM Watson on Security video receiving the highest CTR, it is easy to see that the content resonated extremely well with an IT professional audience. By positioning key articles alongside relevant videos and social conversations, IMB were able to significantly boost interaction and drive traffic through to their site.

CAMPAIGN OBJECTIVE:

McDonald’s overall key objective was to increase awareness of their cold beverage options that were on offer during the summer months, in the Chicago region. 

VIBRANT STRATEGY:

McDonald’s enlisted the help of Vibrant’s engagement solutions and premium publisher network to ensure the ads were related to summer food and drink, and relevant events and lifestyle activities in Chicago. Top publisher sites included CBS Chicago and Martha Stewart.

With a collection of bright and inviting imagery on offer, Vibrant suggested the popular Brand Canvas unit to showcase the summer drinks options. The creative included clear ‘call to actions’ to help inspire product engagement, website visits and drive traffic into stores. A ‘cool’ quiz was also included to help support the range of drinks on offer, making it fun and interactive for consumers.

The campaign ran cross-platform and was optimized for mobile devices to help capture consumers on the go. The mobile creative included an interactive thumb reader, which assessed the users ‘summer mood’ and helped pick out their perfect drink

CAMPAIGN RESULTS

The campaign was a huge success, surpassing Vibrant and industry benchmarks for engagements and interaction dwell time.

CAMPAIGN OBJECTIVE:

In 2016 German energy supplier RWE re-branded to Innogy. The brand’s main objective was to generate awareness, interest, and desire for the new brand name.

VIBRANT STRATEGY:

Innogy enlisted the help of Vibrant’s In-Text Solutions and premium publisher network to showcase their re-branded image within contextually relevant articles relating to lifestyle and events associated with changes in everyday life.

The first part of the Vibrant strategy included an In-Text custom video which launched from keywords within relevant articles on energy efficiency and general lifestyle. Engaging consumers with colours and questions, the video aimed to create awareness for the re-branded German energy supplier.

To create further interest and consumer desire for the brand, the following campaigns included a motto ‘What would you do if you could start again?’ and more specifically targeted lifestyle changes. The final stage saw the brand use the unit to showcase their innovative newly positioned product offering.

CAMPAIGN RESULTS

Vibrant’s In-Text solutions provided Innogy with the perfect platform to create brand awareness and intrigue with huge success. As a result, Vibrant will be a playing key part in the next stage of the brand’s rollout in 2017.

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