THE HOME DEPOT 2017 RETOOL YOUR SCHOOL THE HOME DEPOT RETOOL YOUR SCHOOL CAMPAIGN REPORT 02/13/ /16/2017

Transcription

1 THE HOME DEPOT RETOOL YOUR SCHOOL CAMPAIGN REPORT 02/13/ /16/2017 THE HOME DEPOT 2017 RETOOL YOUR SCHOOL PRESENTED BY TOM WANG PROGRAMMATIC MEIDA PLANNER

2 WHAT IS RETOOL YOUR SCHOOL? Retool Your School Grant Program offers HBCUs (Historically Black Colleges and Universities) an opportunity to apply for grants to use toward creating sustainable renovations and additions to their campuses. In the 8th year of the campaign, The Home Depot and its agency partner Uniworld Group, partnered with Fresh Digital Group to execute mobile and social media strategies for Home Depot s cause marketing program, Retool Your School, targeting African Americans among years old and encouraging them to vote for their HBCUs in order to win $50,000 towards campus improvement.

3 THE HOME DEPOT 2017 RETOOL YOUR SCHOOL CAMPAIGN RECAP

4 2017 RYS CAMPAIGN PERFORMANCE 6,752,369 Delivered Impressions with 11,743 Clicks Overall Click Through Rate 0.17%,higher than last year RYS Campaign Performance by Month Impressions CTR Campaign Overview: CTR increased from 0.08% to 0.18%. Nearly 85% impressions were displayed to target audience age groups. Creative size 300x250 performed better than 320x50. Audience were more likely to click through on the weekend. California, New York and Texas were top 3 states with most impressions, while Missouri, Arizona and Florida were top 3 states with most CTR. Almost half of top 20 cities with most impressions were on the east coast. 5,000,000 4,000,000 3,000,000 2,000,000 1,000, % 0.18% 4,085,363 2,242, % 424,117 February March April 0.21% 0.18% 0.15% 0.12% 0.09% 0.06% 0.03% 0.00%

5 AUDIENCE: WE DID HIT TARGET Within the traceability for audience age, nearly 85% impressions were displayed to target audience age groups Audience Age Groups Impressions Percentage bk::demographic > Age > ,081, % bk::demographic > Age > ,020, % bk::demographic > Age > , % bk::demographic > Age > , % bk::demographic > Age > 65 & Older 96, % Total 3,337,102 (Overall 6,752,369 Delivered) 100%

6 CREATIVE PERFORMANCE Creative size 300x250 performed better than 320x50 in terms of amount of impressions and CTR Creative Impressions Clicks CTR FRSHDigital_Mobile_Banner_RYS_300x250 5,234,063 9, % FRSHDigital_Mobile_Banner_RYS_320x50 1,518,306 2, % 320x50 300x250

7 0 CTR Areas GEO-LOCATION ANALYSIS California, New York and Texas were top 3 states had most impressions, while Missouri, Arizona and Florida were top 3 states had the highest CTR.

8 TOP REGIONS/METROS Top 20 regions/metros with most impressions. Country Region Metro Clicks CTR Impressions united states California san Francisco-oak-san Jose ,500 united states California los Angeles ,116 united states new york new york ,110 united states Georgia Atlanta ,022 united states Illinois Chicago ,647 united states new jersey new york ,644 united states Texas Dallas-ft. worth ,497 united states Pennsylvania Philadelphia ,568 united states Texas Houston ,293 united states Florida orlando-daytona bch-melbrn ,608 united states Massachusetts Boston (Manchester) ,107 united states Michigan Detroit ,660 united states Florida tampa-st. Pete (Sarasota) ,469 united states Washington seattle-tacoma ,155 united states Hawaii Honolulu ,958 united states Colorado Denver ,751 united states Florida Miami-ft. Lauderdale ,648 united states Ohio cleveland-akron (canton) ,719 united states Maryland Washington, dc (Hagerstown) ,432 united states Minnesota minneapolis-st. Paul ,826

9 GEO-LOCATION ANALYSIS Nearly Half of top 20 cities with most impressions were on the east coast. Within top 20 cites, those cities in the south states averagely had higher CTR than cites in the north. High CTR East Coast

10 DAY OF WEEK ANALYSIS Audience was more likely to click through on the weekend Weekday Impressions Clicks CTR Sunday 886,963 1, % Saturday 915,312 1, % Wednesday 1,018,981 1, % Friday 1,009,221 1, % Tuesday 936,292 1, % Thursday 1,055,617 1, % Monday 929,983 1, % Total 6,752,369 11, %

11 RECOMMENDATIONS FOR THE HOME DEPOT 2018 RETOOL YOUR SCHOOL

12 RECOMMENDATIONS FOR RYS 2018 Our 2018 goal is to deliver a cross-platform execution across desktop, smartphones and tablets to reach more target audience while maximizing campaign performance and eliminating unnecessary costs. Big Cities (San Francisco, New York and Los Angeles) and east coast are good locations to land similar campaigns; set strategies targeting on those areas can significantly contribute to brand campaigns. There was more audience engagement in south states as most HBCUs are in south states. Thus, for RYS 2018, we suggest increasing budget on south states and creating new strategies directly target those areas. Set up pixels to track audience and create retargeting campaign to reach those audience who had visited RYS websites without voting. Some states such as Montana, Wyoming, South Dakota and Vermont could be excluded for next year campaign. There is no HBCU in those states, and few African Americans live in those states. Supplement publisher blacklists and whitelists for next year campaign to spend money more effectively.

13 FRESH DIGITAL GROUP MEDIA PLANS FOR RETOOL YOUR SCHOOL

14 CLIENT QUESTIONS & REQURIEMENTS CLIENT S ASK Strengthen awareness and participation in the Retool Your School Campaign. Deepen engagement and connection with the target audience via media integrations and proprietary programs. Grow overall audience and participant base. FRESH DIGITAL GROUP S SOLUTIONS Fresh Digital Group will apply learning from previous executions to reach target audience, design custom banner ads to engage with RYS audience. Fresh Digital Group will build on past RYS successes using targeted media to drive campaign traffic on enhanced platform, creating a robust experience to extend reach and engagement. Fresh Digital Group will conduct programmatic ads campaign on DSP, use DFA to track day-to-day traffic campaign data, and set up frequency cap to make sure unique audience number.

15 FRSH DIGITAL MEDIA PLANS Designed Retool Your School campaign creative: Standard Banners (300x250, 320x50). Set up programmatic advertising campaign on DSP, and worked with DMP (Bluekai, exelate) and Peer 39 on audience targeting and contextual targeting. Reached and engaged years old, African American audience along with college students, parents, staff, faculty, alumni and fans of HBCUs by leveraging 1st and 3rd party data. Optimized campaign in real-time and report to the client bi-weekly. 300x x50

16 CAMPAIGN BUDGET AND DURATION February 13th, April 16th, 2017 Creative Type Term Platform Size Impressions CPM Total Banner 2 Months (Feb-Apr) Mobile 320x50, 300x250 6,000,000 $5.83 $35, TOTAL 6,000,000 $5.83 $35,000.00

17 THANK YOU Tom Wang New York, NY 10044