Campaign: Planet or Plastic | Brand: National Geographic
Client: Fox Networks Group | Agency Partner: Mindshare
National Geographic, the worldwide leading authority on science, geography, history and world culture needs no further introduction.
In its effort to support transformative ideas that help millions understand, value, and protect life on our planet it decided to run a campaign in order to raise awareness and educate people on the environmental hazard of plastic in our lives.
With a limited budget the campaign focused on three digital media channels in order to increase its effectiveness; social, Google display network and Exit Bee Intent Marketing Network.
Considering the limited budget our challenge included reaching an extended audience while at the same time hoped to achieve high engagement rates in order to deliver its educational message.
Exit Bee targeted male and female audiences alike running the NAT GEO campaign on 21 partner websites. We used two high impact creative formats, Exit Bee Full-Screen and Exit Bee Billboard using those beautiful images, provided by National Geographic.
Here’s a screenshot of the Exit Bee Full-Screen format:
And a screenshot of the Exit Bee Billboard format:
Then our secret sauce went to work with Exit Bee’s Intent Marketing Platform optimising the campaign on actual on-site user behaviour. Further adjustments included lower than average performing sites receiving a smaller amount of ad impressions.
The high engagement with above average click through rates (CTR) 6,54% by far exceeded campaign expectations. The full-screen option was the clear winner with an astonishing CTR at 8.62%!
Naturally, the Exit Bee Full Screen format received a 73% share of impressions with Exit Bee Billboard receiving 27% of the campaign impressions.
Smart Exit Ads re-imagine what’s possible in display advertising by using behavioral analysis to deliver the right message to the right user at the right time, achieving tens of times higher CTR than the average banner.