IN-IMAGE ADVERTISING CASE STUDY CAT’S PRIDE CLIENT: OIL-DRI CORPORATION OF AMERICA AGENCY: DONER ®

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Presentation transcript:

IN-IMAGE ADVERTISING CASE STUDY CAT’S PRIDE CLIENT: OIL-DRI CORPORATION OF AMERICA AGENCY: DONER ®

To increase awareness of Cat’s Pride ® Fresh & Light ® among cat enthusiasts, Doner selected GumGum to communicate its brand message on contextually relevant photos across its in-image advertising platform. OVERVIEW Objective: Generate awareness of Cat’s Pride ® Fresh & Light ® among cat enthusiasts Strategy: Speak directly to cat enthusiasts within the digital space Tactics: Place Cat’s Pride ® Fresh & Light ® ads alongside contextually relevant content using online display and video ad units

GumGum developed the following campaign to support the awareness objectives for Cat’s Pride ® Fresh & Light ® : CAMPAIGN DETAILS Targeting: Keywords related to all things feline, including cat types and interests of cat enthusiasts Creative: Custom animated rich media units created by GumGum, including video light box with links to official site and social media pages Flight Dates: Q4/2012 campaign; was renewed for Q2/2013

CREATIVE Studio – Mid/static unit Runway - Tall/animated unit

CREATIVE

Video Light Box Overlay with Links to Social Media and Official Site Studio Unit Appearing Over Image in Living Section of Daily News

PUBLISHERS In-image ads for Cat’s Pride ® Fresh & Light ® appeared across these and other publishers on the GumGum platform:

CAMPAIGN RESULTS Cat’s Pride ® was fat and happy with the results: 3X the average CTR for GumGum campaigns at click-through rate of 1.18% 90% video play rate and 50% completion rate 3X the video CTR to official website at 4.22% Doner renewed the campaign with over double the investment for Spring 2013

THANK YOU!