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RURAL DIGITAL AWARENESS CAMPAIGN

THE CHALLENGE

A client stakeholder was convinced to try geofencing from a third-party provider, but they didn't consider the limited number of impressions available in their market, especially given the nature of their business.

The Solution

  1. Renegotiated the contract’s minimum budget requirements and flight dates to give both the client and the vendor a better chance of success.
  2. Used geofencing, but also expanded to target competitors, top-browsed keywords, popular websites and specific audience segments.

The Results

  1. The campaign was successful in terms of creating awareness, with more than 27,000 impressions per day.
  2. The click-through rate (CTR) matched the industry average at 0.35%.
  3. However, there were no trackable conversions.
  4. Despite the initial challenge of not generating conversions, the investor worked on a budget plan that included more effective channels like direct mail and newspaper advertising, balanced with higher-quality leads through paid search.
  5. The outcome was that the client saved 20% of their budget and generated an average of 10 leads per month with the new strategy in a rural market.