Totum required a paid media campaign that would communicate the new brand, inform current customers and obtain new customers as TOTUM.
We targeted people who were both aware of the NUS Extra brand using branded keywords (e.g. NUS), together with campaigns targeting those previously unaware of the brand by using keywords such as ‘student cards.’
In addition, location modifiers were deployed to ensure ads were more visible in high-density student locations; halls of residence, campuses and student housing areas.
The campaign employed day-time targeting to engage students when they were most active online, taking into consideration their ‘student lifestyle’ habits. Ads offered different discounts with tailored ad copy to ensure that the click-through rate was high.
Remarketing also captured students who had abandoned their baskets, and negative remarketing was implemented to ensure that ads were only shown to students that had not bought the card.
Additionally, Ad copy was personalised to students to ensure maximum click-through rate and capitalise on the high number of searches for NUS and TOTUM. The campaign also included ads that synchronised with the offline marketing campaigns on university campuses.
The adaptation of this highly-targeted ad strategy to suit student cultures and lifestyles produced good results.
Click-through rate improved from 4% to 25% over the course of the strategy giving an indication that students were engaging more with the brand and had become more trusting of it.