Plus More Summer

A short but effective re-marketing campaign

Campaign

Overview

Add more energy to your summer. 
Microsoft's Plus More Summer promotion was designed to communicate how the consumer can use the brand's ecosystem of products and services to experience their best summer ever.
Lumia, Xbox and Windows were part of the Microsoft product range which allowed consumers 
to experience a seamless connection between their devices, work efficiently, save time, and 
capture and share all their summer moments.

The Brief

Our challenge was to generate awareness to the LSM 7 – 10 target audience across South Africa. In addition to driving awareness, we needed to drive relevant traffic to the campaign page so that users would read more about the Microsoft products and services that were showcased on the website.

The Strategy

We booked a mix of high impact banner placements and standard banners across premium sites as part of our display advertising strategy to generate awareness. The banners featured on MSN, Skype, News24, Sport 24, Fin24, Traveller24, Channel 24, Super Sport, Outlook, YouTube, MWEB, Airport Wifi, and Bid or Buy. 


We incorporated Google Display Network ads to get extended exposure and awareness. The Google Display Network added a re-marketing element to the campaign to encourage repeat visits to the campaign page.


To generate more awareness to our target audience, we added YouTube TrueView ads to the media plan. 
Users could click on the ads to visit the campaign page where they could learn about Microsoft's products and services.


The campaign was short and it was crucial to optimise effectively. Using A/B testing, we narrowed down the banner options from six variants to the best performing one. 

The Results

  • 45MM

    Banner impressions

  • +161K

    Click throughs

  • 0.76%

    Click through rate

We optimised results by pushing creative that had the best performing clickthrough rates. The campaign jumped from a clickthrough rate of 0.25% in the first week of the campaign to 0.66% in the last week – much higher than the industry benchmark of 0.09%. We identified that the consumer was more likely to click on a banner with a scene of people in the sea than a scene with people on a beach and the team capitalised on this insight.

As a tactic to lure previous visitors back to the Plus More Summer webpage, we implemented a GDN re-marketing 
element. Users who had visited the site previously by clicking on the generic banners were then served with 
competition banners. The overall clickthrough rate on the retargeted banners was 0.76% - much higher than the 
campaign average of 0.48%. Re-marketing played a significant role because it increased further consideration amongst users who had already showed interest in the campaign.