The communication challenge presented to us by TNO was clear: what do you do when everyone knows your name (96% brand awareness), but more than half (51%) don't know what you do?
STRATEGY
The campaign was developed in the triangle of client, advertising agency, media agency; in this case TNO, Heldergroen and STROOM. The objective was a significant increase in web traffic and associated positive growth in content brand awareness. To achieve this, we developed an impactful and cross-media campaign. In terms of communicating content, we chose to focus on the core competencies of the TNO brand: research, innovative projects and content.
In media strategy, planning and buying, we focused on brand salience development. How did we increase the probability of the target group linking TNO to the core values most important to TNO?
MEDIAPLANNING
The key to success lay in the combination of unconventional media use on the one hand, and perceived continuous presence on the other. With the main goal of generating content brand awareness among the target audience.
We realized the always-on strategy by combining radio and online video in the media plan. We worked with multiple flights to increase brand salience. At the same time, we set up a branded content partnership with Nu.nl, which allowed us to fully follow and (re)target the target group within Nu.nl with TNO's content (audio, text and video).
RESULT
Direct response analytics in radio allowed us to drive the optimal mix between reach and conversions. This resulted in over 63% reach within the target audience with an average of 16 contacts. And resulted in an uplift of 56% direct web traffic on organic web traffic. The websites focused on the brand messages.
Online video on news sites provided a broad reach, with hardly any overlap in unique people reached. We achieved a viewing ratio of 29%, with a CTR of 0.43% (benchmark 0.30%). TNO's content on Nu.nl scored a solid double on the 30-second benchmark with an average reading time of 65 seconds (measured over 6 articles). The average CTR of 3.8% also scored well above the benchmark. Excellent results, a successful campaign and a satisfied customer.
OVERALL
The campaign contributed to a strong positive growth in content brand awareness (6%) of TNO. Associations with TNO's brand and propositions show a clear upward trend. In addition, analyses show that the combination of radio, OLV and branded content has given web traffic a huge uplift. We have successfully concluded the 2020 campaign and will continue to build on the growth and interpretation of the TNO brand together in the coming year.
