WCC Newtown Connection Post Campaign Report 2018 v1.pdf

INSIGHTS • IDEAS • RESULTS
Wel ington City
Council
Newtown Connection 2018 PCR
© 2016 Proprietary and confidential

Newtown Connection 2018
Post Campaign Report
The purpose of this campaign was to create
awareness that the Wel ingtonians can now have
their say about the Newtown bike Connections to
develop safer biking conditions.
We utilised a mix between Out of Home, Press and
Digital Placements for this campaign.
The Phantom Street Posters and the Cook Strait News
drove reach and awareness within the Wel ington
area.
Within a programmatic flight we Geo-targeted
Wel ingtonians 18+. We ran across DBM and GDN to
be able to optimize and shift budget to the better
performing platform.
We also included Metservice as a premium website
with a high monthly unique audience.
Neighbourly was used to encourage engagement
and reach Wel ingtonians in a local social media
environment.
2

Digital
3

Performance Overview
Placement
Targeting
Live Date
Impressions
Clicks
Reach
CTR
CPM
CPC
Programmatic DBM
Geo-targeting Wel ington
05th June 2018
312,990
201
125,658
0.06%
$3.22
$5.01
Programmatic GDN
Geo-targeting Wel ington
05th June 2018
228,978
169
110,774
0.07%
$2.43
$3.29
Metservice
Geo-targeting Wel ington
05th June 2018
195,298
123
140,918
0.06%
$14.84
$23.57
Geo-targeting Mt. Vic/Lyal
5th June/18th June/
Neighbourly
Bay/Island Bay
2nd July 2018
14,509
58
4,222
0.40%
$62.03
$15.52
Total
751,775
551
381,572
0.07%
$7.14
$9.74
•
Overal the Newtown Connection Campaign served 751,775 impressions and drove 551 clicks through to site for an average Click-Through-
Rate of 0.07%. For this campaign the average Cost-Per-Thousand-Impressions is relatively low and therefore proved cost effective. The
average Cost-Per-Click is slightly higher than in previous campaigns, which is attributable to the Metservice and Neighbourly placements.
•
GDN was the best performing platform regarding the cost metrics with an economic Cost-Per-Click of $3.29 and a Cost-Per-Thousand-
Impressions of $2.43. We also reached the 2nd highest Click-Through-Rate of 0.07% through GDN.
•
DBM proved as an effective awareness driver, serving 312.990 impressions with an unique individual reach of 125,658 and a low Cost-Per-
Thousand-Impressions of $3.22.
•
Although the Cost-Per-Thousand-Impressions and the Cost-Per-Click for Metservice were higher than for DBM and GDN, Metservice performed
well with regard to awareness, having the highest unique individual reach of 140,918.
•
Neighbourly achieved the highest Click-Through-Rate with 0.40%. Alongside the sponsored posts on Neighbourly,
the campaign gained additional exposure through their Daily Digests. In total, these were sent to 7.150 members
with an average open rate of 27.4%. Even though we have a higher Cost-Per-Thousand-Impressions for this placement, we were
running in a premium environment, reaching a very specific target audience and seeing a great engagement with the posts.
4

Neighbourly – Breakdown by Posts
•
5.117 Impressions
•
4.046 Impressions
•
5.346 Impressions
5th June
18th June
2nd July
•
1.626 Unique Reach
•
1.048 Unique Reach
•
1.548 Unique Reach
•
33 Clicks
•
8 Clicks
•
17 Clicks
•
CTR 0.64%
•
CTR 0.12%
•
CTR 0.32%
•
7 Likes
•
1 Like
•
2 Likes
•
3 Thanks
•
1 Thanks
•
1 Thanks
•
Daily Digest sent to 2.393 members
•
Daily Digest sent to 2.424 members
•
Daily Digest sent to 2.333 members
•
Open rate of 27.5%
•
Open rate of 27.3%
•
Open rate of 27.4%
5

Press
Please Insert your Presentation Footer
6

Press Proof of Posting
7

Outdoor
Please Insert your Presentation Footer
8

Street Poster Proof of Posting
9

Street Poster Proof of Posting
10