How do you then make such a campaign measurable? Here, various KPIs come together and cooperation with the client is essential. On the one hand, we of course continuously monitored the news and all publications with associated advertising value were measured.
Raet also achieved above-average results on owned channels. Traffic on the website increased to 4,000 page views and the gross-net calculator was consulted 2,000 times. High engagement and reach figures were achieved on social media. Customers also showed a lot of interest. This was evident from the need for the follow-up knowledge session and the high open rate (44 percent) of the newsletter.
The goal was to surpass the campaign of the previous year and this goal was more than achieved. Thanks in part to a longer preparation time and extensive research that was used over a longer period to reach the media, this campaign exceeded all expectations.
Interim evaluation
The biggest challenge in making such an integrated campaign measurable is bringing together the different phone number list figures. By doing this well, you have a strong benchmark for the subsequent campaigns.
During the campaign, Raet continuously recorded the results – internal figures and the figures we provided regarding media reach and value – on a chalkboard in the office. When it became apparent that the results were still lagging behind, it was decided in consultation to send out another press release. This resulted in an increase in the generated media value and the achievement of the objectives. It is therefore important not only to measure afterwards, but during the entire process, so that there is always room for control.