Develop a ‘switch’ campaign targeting owners and renters who are moving homes, while promoting Powershop’s green credentials. The campaign had to work under the new brand campaign.
Develop a ‘switch’ campaign targeting owners and renters who are moving homes, while promoting Powershop’s green credentials. The campaign had to work under the new brand campaign.
When people move house they like to start afresh, which is how we landed on ‘get a clean start’. It gave us a reason to talk about Powershop’s green credentials and the ease of switching. Our campaign targeted users browsing realestate.com.au or Domain, and we integrated this with behaviour-based targeting available in social media platforms.
The campaign produced 16 million served impressions. Delivered a large number of conversions at an efficient CPA (particularly through DV360). The overall Video Completion Rate (VCR) averaged out at a strong 47%, with the Facebook campaign hitting a VCR of 99% for GIFs and 92% for 15 second videos. Display Ads lasted an average view time of 25 seconds.
