Three phases ran - September, October and November - using radio, press and online media.
- Tactical targeting on AdMobile enabled us to specifically target a 1km radius of DIY merchants, and those that had visited workwear outlets, trade locations etc, and with an interest in new workwear, plus contextual profiling overlaid. This enabled us to reach potential tradespeople with an ad that would be relevant to them
- TalkSPORT radio allowed us to be relevant for our target demographic. All spots were scheduled before 4pm to match the ‘on site’ work day and we saw a total delivery of impressions at 100.4%.
- Insertions in The Sun which delivered an estimated reach of 1,800,000 per insertion
- More mainstream radio stations were introduced into targeted areas - Heart Sussex and Heart West. This was ideal in maintaining and increasing brand awareness to those not involved in the trade industry.
Due to TalkSPORT delivering well in terms of planned activity and audience targeting, we recommended running a promotion which included airtime and an online competition. The engagement rate was extremely high on the competition with approx. three to four times many people taking part than the average TalkSPORT online competition.
Overall all media was delivered in line, or above plan with some excellent deal rates. Anecdotal feedback was that the ads have been heard by the relevant audience and increased web traffic and sales uplift in response to this campaign.