International Case Studies
Total Media International has extensive experience of providing media planning and buying solutions to a diverse range of B2B and B2C advertisers. The following case studies demonstrate how the international team have come up with individual creative media campaigns to ensure our clients’ advertising always delivers the results they need.
Client: Carmignac Gestion
Background:
Total Media International were initially appointed in December 2007 to plan and buy all fund listings media for Carmignac Gestion. However, after successfully demonstrating excellent knowledge of financial media and an ambition to position Carmignac as a leading independent management company; TMI where appointed as the lead media agency for all European media planning and buying in 2009.
Our Strategy:
Total Media International identified new opportunities for Carmignac to reach both institutional and retail investors. This included migrating the strategy towards digital media platforms which proved highly successful. In addition to both print and online solutions we have successful bought TV campaigns across numerous European markets
The Result:
Total Media International have enabled Carmignac to achieve significant savings across all their media activity. The campaign has also resulted in a massive increase in traffic to the Carmignac website with CTR’s on average 3 times higher then the global industry average.
Client: ACCA
Campaign: Become a global thought leader
Since its formation in 1904, ACCA has been pioneering innovations in accounting education and professional support to improve opportunity and deliver consistent quality global standard. ACCA has 36 offices spread all over the world.
ACCA’s vision for 2015 is to be universally recognised by employers - across the corporate, practice and public sectors - as the leading global professional accountancy body in reputation, influence and size.
ACCA’s goal is to increase its membership and spread its influence internationally.
Response:
Our communications plan was holistic with a global approach but local focus. Instead of spreading the budget over a variety of titles, we concentrated on the major global financial / business titles and increased frequency.
In order to reach a similar volume of people in all countries relevant for ACCA, we increased the online reach in areas with less print circulation. This proved very successful and all local offices received a similar share of awareness within the target audience.
For the local office campaigns, we used bespoke advertising formats which allowed us to position the client as innovative and forward thinking. We were the first advertiser on the Schiphol airport WiFi log on screen and to use Tweetedia (the live ACCA -Twitter feeds in the ad format) on the Economist.com, Timesonline.co.uk and the Telegraph.com.
The Results:
Our first test campaign drove over 20,000 users to the website and over 12,000 users came through view thru. On some parts of ACCA’s website our advertising campaign generated 80% of the total traffic.
Based on these learning’s we have constantly optimized the campaign to ensure better use of the budget. However, we always keep in mind that each country has a different industry standard CTR and wherever possible we break the performance down to the individual countries. For example, our results showed that users from South Africa interacted differently than people in Pakistan or Holland.
Although the ACCA’s core target audiences are normally poor clickers in the UK, we achieved an overall CTR of 0.14%.
