the home depot 2017 retool your school the home depot
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THE HOME DEPOT RETOOL YOUR SCHOOL CAMPAIGN REPORT 02/13/2017 – 04/16/2017 PRESENTED BY TOM WANG | PROGRAMMATIC MEIDA PLANNER 347.330.7620 [email protected]
THE HOME DEPOT 2017 RETOOL YOUR SCHOOL
Retool Your School Grant Program offers HBCUs (Historically Black Colleges and Universities) an opportunity to apply for grants to use toward creating sustainable renovations and additions to their campuses.
In the 8th year of the campaign, The Home Depot and its agency partner Uniworld Group, partnered with Fresh Digital Group to execute mobile and social media strategies for Home Depot’s cause marketing program, Retool Your School, targeting African Americans among 20 – 49 years old and encouraging them to vote for their HBCUs in order to win $50,000 towards campus improvement.
WHAT IS “RETOOL YOUR SCHOOL”?
THE HOME DEPOT 2017 “RETOOL YOUR SCHOOL” CAMPAIGN RECAP
2017 RYS CAMPAIGN PERFORMANCE
6,752,369 Delivered Impressions with 11,743 Clicks
Overall Click Through Rate 0.17%，higher than last year
Campaign Overview: • CTR increased from 0.08% to 0.18%. • Nearly 85% impressions were displayed to target audience age
groups. • Creative size 300x250 performed better than 320x50. • Audience were more likely to click through on the weekend. • California, New York and Texas were top 3 states with most
impressions, while Missouri, Arizona and Florida were top 3 states with most CTR.
• Almost half of top 20 cities with most impressions were on the east coast.
424,117
4,085,363
2,242,889
0.08%
0.18% 0.18%
0.00%
0.03%
0.06%
0.09%
0.12%
0.15%
0.18%
0.21%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
February March April
RYS Campaign Performance by Month
Impressions CTR
AUDIENCE: WE DID HIT TARGET
Audience Age Groups Impressions Percentage
bk::Demographic > Age > 20-29 1,081,805 32.42%
bk::Demographic > Age > 30-39 1,020,428 30.58%
bk::Demographic > Age > 40-49 690,977 20.71%
bk::Demographic > Age > 50-59 447,383 13.41%
bk::Demographic > Age > 65 & Older 96,509 2.89%
Total 3,337,102 (Overall 6,752,369 Delivered) 100%
Within the traceability for audience age, nearly 85% impressions were displayed to target audience age groups
CREATIVE PERFORMANCE
Creative size 300x250 performed better than 320x50 in terms of amount of impressions and CTR
Creative Impressions Clicks CTR
FRSHDigital_Mobile_Banner_RYS_300x250 5,234,063 9,270 0.18%
FRSHDigital_Mobile_Banner_RYS_320x50 1,518,306 2,473 0.16%
300x250
320x50
California, New York and Texas were top 3 states had most impressions, while Missouri, Arizona and Florida were top 3 states had the highest CTR.
GEO-LOCATION ANALYSIS
0 CTR Areas
Country Region Metro Clicks CTR Impressions
united states California san Francisco-oak-san Jose 788 0.19 418,500
united states California los Angeles 656 0.16 402,116
united states new york new york 661 0.18 368,110
united states Georgia Atlanta 512 0.19 276,022
united states Illinois Chicago 388 0.16 240,647
united states new jersey new york 368 0.17 211,644
united states Texas Dallas-ft. worth 340 0.17 201,497
united states Pennsylvania Philadelphia 288 0.16 183,568
united states Texas Houston 298 0.19 153,293
united states Florida orlando-daytona bch-melbrn 252 0.17 145,608
united states Massachusetts Boston (Manchester) 204 0.15 135,107
united states Michigan Detroit 190 0.15 129,660
united states Florida tampa-st. Pete (Sarasota) 241 0.19 128,469
united states Washington seattle-tacoma 205 0.17 118,155
united states Hawaii Honolulu 136 0.15 91,958
united states Colorado Denver 130 0.15 86,751
united states Florida Miami-ft. Lauderdale 157 0.19 82,648
united states Ohio cleveland-akron (canton) 123 0.15 80,719
united states Maryland Washington, dc (Hagerstown) 130 0.16 79,432
united states Minnesota minneapolis-st. Paul 101 0.13 75,826
TOP REGIONS/METROS
Top 20 regions/metros with most impressions.
GEO-LOCATION ANALYSIS
Nearly Half of top 20 cities with most impressions were on the east coast. Within top 20 cites, those cities in the south states averagely had higher CTR than cites in the north. High CTR
East Coast
DAY OF WEEK ANALYSIS
Audience was more likely to click through on the weekend
Weekday Impressions Clicks CTR
Sunday 886,963 1,829 0.21%
Saturday 915,312 1,734 0.19%
Wednesday 1,018,981 1,753 0.17%
Friday 1,009,221 1,717 0.17%
Tuesday 936,292 1,581 0.17%
Thursday 1,055,617 1,669 0.16%
Monday 929,983 1,460 0.16%
Total 6,752,369 11,743 0.17%
RECOMMENDATIONS FOR THE HOME DEPOT 2018 “RETOOL YOUR SCHOOL”
RECOMMENDATIONS FOR RYS 2018
• Big Cities (San Francisco, New York and Los Angeles) and east coast are good locations to land similar campaigns; set strategies targeting on those areas can significantly contribute to brand campaigns.
• There was more audience engagement in south states as most HBCUs are in south states. Thus, for RYS 2018, we suggest increasing budget on south states and creating new strategies directly target those areas.
• Set up pixels to track audience and create retargeting campaign to reach those audience who had visited
RYS websites without voting.
• Some states such as Montana, Wyoming, South Dakota and Vermont could be excluded for next year campaign. There is no HBCU in those states, and few African Americans live in those states.
• Supplement publisher blacklists and whitelists for next year campaign to spend money more effectively.
Our 2018 goal is to deliver a “cross-platform” execution across desktop, smartphones and tablets to reach more target audience while maximizing campaign performance and eliminating unnecessary costs.
FRESH DIGITAL GROUP MEDIA PLANS FOR “RETOOL YOUR SCHOOL”
CLIENT QUESTIONS & REQURIEMENTS
CLIENT’S ASK FRESH DIGITAL GROUP’S SOLUTIONS
Strengthen awareness and participation in the Retool Your School Campaign.
Fresh Digital Group will apply learning from previous executions to reach target audience, design custom banner ads to engage with RYS audience.
Deepen engagement and connection with the target audience via media integrations and proprietary programs.
Fresh Digital Group will build on past RYS successes using targeted media to drive campaign traffic on enhanced platform, creating a robust experience to extend reach and engagement.
Grow overall audience and participant base.
Fresh Digital Group will conduct programmatic ads campaign on DSP, use DFA to track day-to-day traffic campaign data, and set up frequency cap to make sure unique audience number.
• Designed Retool Your School campaign creative: Standard Banners (300x250, 320x50).
• Set up programmatic advertising campaign on DSP, and worked with DMP (Bluekai, eXelate) and Peer 39 on audience targeting and contextual targeting.
• Reached and engaged 20-49 years old, African American audience along with college students, parents, staff, faculty, alumni and fans of HBCUs by leveraging 1st and 3rd party data.
• Optimized campaign in real-time and report to the client bi-weekly.
FRSH DIGITAL MEDIA PLANS
300x250 320x50
CAMPAIGN BUDGET AND DURATION
Creative Type Term Platform Size Impressions CPM Total
Banner 2 Months (Feb-Apr) Mobile 320x50, 300x250
6,000,000 $5.83 $35,000.00
TOTAL 6,000,000 $5.83 $35,000.00
February 13th, 2017 - April 16th, 2017
