OVO Energy & DoubleClick | Running sequential, cohesive messaging on multiple platforms and different formats - Merkle
OVO Energy & DoubleClick | Running sequential, cohesive messaging on multiple platforms and different formats
With the aim of making potential savings more tangible, OVO partnered with us on a multichannel, multi-touchpoint campaign demonstrating the fun ways customers could spend the money that can be saved by switching to OVO. Putting our plans into action, we set to work on increasing brand awareness & consideration and driving consumers to obtain quotations and switch energy supplier.
To achieve our goals, we created a customer journey model in which users were served three to four creatives before being urged to take further action by getting a quote or switching energy supplier. A range of formats led users through a cohesive pathway to improve their engagement with the brand. First, a long YouTube video piqued user interest. This was then followed by a shorter video run programmatically across all channels, as well as display ads further down the journey. The ﬁnal touchpoint took the form of remarketing banners (served to those who had visited the content landing page), which led users through to a quote or switch.
Using the DoubleClick stack made it possible to fully integrate the campaign from start to ﬁnish, tying up the user journey across YouTube, programmatic video and display, as well as impression-based remarketing on all channels. This setup enabled us to run a campaign that could incorporate all of the various creative formats in a sequential, structured way.
OVO measured the impact of the campaign and found that exposed users showed a higher level of awareness and a signiﬁcantly higher uplift in consideration resulting in:
- 35% higher brand consideration among exposed users;
- 65% longer average session duration than typical branding activity;
- 2.5 times more switches than targeted.