Promoting Pudsey for BBC Children in Need

"Fast Web Media was tasked with running digital adverts using images and videos provided for the BBC's Children in Need campaign 'Do Your Thing'. The campaign ran in November 2016 with the aim of raising brand awareness and driving users to the site to sign up for fundraising packs, donate online and buy Pudsey merchandise."

"A campaign was set up per objective and targeted keywords and phrases were used to reach Google users in the UK. Each campaign adopted an aggressive bidding strategy to ensure visibility, with a particular focus falling on mobile devices. As the campaigns continued we adjusted bids at times of increased search volume."

"The highest budget was allocated to Facebook and Instagram to support the fundraising and donation creatives the BBC wanted to promote and test. Two campaigns were set up for fundraising and split into week one and week two for the different types of creatives. Ads were shown to people using several targeting options, and Facebook ads were served on all devices in newsfeeds, the right-hand column and instant articles within the audience network, while Instagram ads featured within home feeds on mobile devices. Ads were automatically set to show where they were likely to perform the best."

BBC Children in Need used Fast Web Media to run digital ads using campaign images and videos to raise brand awareness and drive sign-ups for fundraising packs, online donations, and Pudsey merchandise purchases. Ads appeared in Google search results and across social platforms including Facebook, YouTube, Instagram, and Twitter. Separate campaigns were created for each objective with keyword targeting in the UK and aggressive bidding to maintain visibility, with emphasis on mobile devices and bid adjustments during periods of higher search volume. The largest budgets went to Facebook and Instagram, split by fundraising creative types across week one and week two, using broad device placements and automatic optimization for likely performance. Instagram ads ran in mobile home feeds.

Read at Thedrum