BBC Multicultural Display Campaign Success Among African Audiences
Sports campaigns can be hugely successful among multicultural audiences and BBC leverages Joinville’s expertise in finding the right sites for their African football campaign.
Joinville helped BBC to promote their African football campaign (voting for the BBC African footballer of the year 2012) by targeting African groups living in the United Kingdom and in their home countries on certain football and sport sites, including the following 11 African countries, Zambia, Nigeria, Ghana, Malawi, Kenya, Uganda, South Africa, Ivory Coast, Cameroon, Morocco and Senegal. Joinville’s ability to optimize traffic internationally turned out to be remarkable and the CTR not only exceed the client ́s goal by 27%, but also 171% higher than the average CTR in the United Kingdom. It was very impressive for some African countries like Zambia and Malawi, where the CTRs of the BBC campaign were almost 300% higher than the average.
• The campaign was targeted at all kinds of devices (including desktop, mobile and tablet, etc), and delivered 24/7.
• The third party tags were applied to all BBC African campaign ads, ensuring effective campaign monitoring, measurement and performance analysis.