Panasonic: Eneloop Batteries
Panasonic hired Awaken to create a media campaign to drive awareness of their Eneloop batteries. The campaign was run in two separate bursts across four channels: Meta, YouTube, The Trade Desk, and Amazon.
This campaign met nearly all of our KPI goals, overdelivering on six of the eight channels.
Both campaign bursts were set up with the goals of awareness and consideration.
Awaken was also hired for production of the creative assets. These were used strategically within each layer of this media campaign.
Awareness: Designed to aid in raising unprompted awareness of Eneloop Batteries utilising video assets. Our media goal was video views with a cost-per-completion-view (CPCV) measure.
Consideration: This lower funnel activity is designed to drive action, and prompt a consumer to visit the website. Our media goal was clicks, with a cost-per-click-to-website (CPCW) measure.
For the goal of awareness, we created two creative assets (15 second and 30 second) to showcase the benefits of using rechargeable batteries to help reduce waste and make a positive impact on the environment. We created specific creative for Christmas time, which was switched on in the lead up to Christmas and changed back to the standard creative following the festive season. These videos were run across Meta and YouTube.
For YouTube, the video assets drove awareness and continued engagement across contextually targeted content. For Meta, the video assets drove awareness, consideration and frequency of messaging targeting an environmentally conscious audience.
For the consideration goal, we designed five display banners, which were launched on Amazon and Trade Desk to target environmentally conscious shoppers in programmatic display. This yielded great results, driving an efficient CPCW to the shop.
Highlights
6 of the 8 channels exceeded their KPI goals.
In burst 2, Youtube and Meta smashed their KPI goals coming in 50% below our cost target.
Four further channels over-delivered between 11-37%.
Our results (burst 1):
Awareness Layer
One of the two channels overperformed on its KPI goal. One of the channels underdelivered on its KPI goal.
Consideration Layer
Both of the channels overperformed on their KPI goals.
Our results (burst 2):
Awareness Layer
All 3 of the channels significantly overperformed on their KPI goals.
Consideration Layer
Amazon display activity was the sole campaign live for our consideration layer.
Amazon display under-delivered on its KPI goal.
We had a 238.6% Return-On-Ad-Spend (ROAS), which is an excellent result. This campaign ran during the Christmas season, which led to higher auction prices.
Amazon Sales - While the Amazon campaign was optimised for traffic to the website, we were also able to track completed sales. This campaign saw a significant amount of battery products sold, as well as even more ‘halo’ sales - or other Panasonic products sold to customers after exposure to the campaign.
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