IMPLEMENTATION // Media Planning and Buying;
National Brand Partnerships
Plan and execute a combination of OOH and digital advertising to enhance and update a 10 year old media campaign for the popular 'TV to live' exhibition, maximising reach and effectiveness for budget.
Using analysis of customer behaviour and demographics, Boom created a multi-platform digital strategy designed to complement strong above-the-line presence with specific, targeted advertising focused on driving sales. A/B testing of multiple creative and formats ensured ad performance was peak and generating the highest conversion outcome. Boom invested in Adwords, programmatic and social media, with a focus on retargeting and custom audiences that spoke to customers at all points of their journey to purchase. As a key tool used in home design and improvement projects, Pinterest advertising was added to the Grand Designs Live campaign for the first time. Leveraging a tightly targeted approach as well as strong buying power, Boom also increased value for investment across TV and out of home advertising, with the key addition of placement during ITV Breakfast to the campaign. Following the success of the London campaign, Boom have also been appointed to deliver the media planning and strategy for the Grand Designs Live, Birmingham campaign at the NEC in Oct 2018.
• Boom doubled TVR buying year on year for the same budget and secured
• Promotions and Partnerships generated a reach of over 50 million and a media value of over £120,000
• Additional reach and value generated through promotions, securing 7x media value on spend