72% CTR Increase During Wimbledon for evian admin
Amobee and evian Case Study
evian Outperforms CTR by 72% During Wimbledon with Amobee Brand Intelligence Data War Room
“Amobee was crucial to helping our team at MEC unlock audiences and provide insight in real-time, throughout this year’s tournament. The speed at which Brand Intelligence can provide insights and the efﬁciency of the team to deliver and implement that data is a true asset to any campaign.”
– Oliver Levy, MEC Digital Planning Director
As the ofﬁcial water supplier for Wimbledon, evian wanted to leverage Amobee Brand Intelligence data and insights to promote branded evian content to an engaged digital audience that had interest in Wimbledon.
evian needed to stand out amongst competition in the social space surrounding the event- these included Jaguar’s #FeelWimbledon campaign and Robinson’s #HuntForWimbeldon campaign, which were running at the same time.
MEC and Amobee worked together to maximize interaction with the campaign, setting a target CTR of 0.76% as a benchmark.
During Wimbledon, evian wanted to increase their association with the world famous tennis tournament and created ‘#wimblewatch’ Twitter campaign with video content produced on a daily basis throughout the tournament, featuring celebrities including Stacey Solomon, Melanie Sykes, Greg James and members of the public watching and commenting on gossip and events at Wimbledon that day.
MEC and Amobee worked together to identify three key components to make #wimblewatch a success; Speed, scale, and efﬁcient audience buying.
Amobee set up a Data War Room to measure digital engagement data in real time, which enabled the Amobee Ad Operations team to monitor consumer sentiment, contextual correlations, strategic keywords, content categories and evian’s target audience. These insights gave evian the opportunity to react immediately to events happening in real time throughout the tournament, an essential part in the success of the campaign.
Brand Intelligence Insights
Amobee Brand Intelligence helped uncover a host of trending hashtags and inﬂuential social users during the event:
@tennistalker – Chris Goldsmith, a freelance tennis journalist with over 5k followers.
@benrothenburg – Contributing tennis journalist for the NYT with over 35k followers.
@braingametennis – Craig O’Shannessy, lead world analyst for Wimbledon 2015 with 22k followers.
#anythingispospisil – The play on words in the Murray vs. Canada’s Vasek Pospisil match.
#votethequeue – Tennis fans in the in entry queue have their say on Wimbledon predictions.
#vamosrafa – Wimbledon reacts to Nadal’s shock exit in the second round.
Using targeted audiences and relevant media campaigns, Amobee achieved a CTR of 1.31%, 72% higher than the 0.76% target set by evian.
Over 90,000 users were driven to evian’s Wimbledon website, as well as over 305,000 views of the produced video content.