Dementia UK had never activated a digital media campaign before, and despite there being an awareness of Dementia in the UK, there is still a general lack of understanding of the disease and the charity.
Our objective was to build on and increase awareness, as well as driving signs-ups to the email journey, particularly amongst the care-giving audience and the people alongside sufferers themselves.
Using Sage + Archer, the Kitefactory was able to deliver over 1.4M DOOH impressions across the 5 cities. The KiteFactory achieved an estimated 4.4M impacts, beating our reach target by 33% and delivering a cost per Impact of well below £0.01. The digital OOH activations helped to create a halo effect on direct and organic traffic to the site increasing baseline traffic by 7,300 visits.
This drove strong volumes in sign-ups and conversion rates in DOOH targeted areas according to GA. On top of great performance metrics, one of the huge benefits of programmatic DOOH was the flexibility with our budget, which wouldn’t be possible with a traditional OOH media buying.
1.4M+ Impressions delivered
4.4m+ Estimated impacts
7,300 Increase in baseline site traffic