The Campaign

Yellow have always been know for their book, but with the rise of the digital era, they knew they needed stay relevant with the times. So they introduced a new range tailored digital solutions to help New Zealand SME’s showcase their business online. For the first time, Yellow could now hook their clients up with a business Facebook page, a website so they could be found on Google, as well as an online video to showcase what their business was all about. Solution: So, what better way to show the power of Yellow’s offering, than by physically demonstrating it? We set 12 businesses up with a full Yellow digital offering and tracked their progress. Of course there’s nothing new about case studies. The difference is we were showing each story every step of the way. Live, as it happened. They could either succeed or fail. We couldn’t control the outcome.

Success of the Campaign

Results: 22,122 unique visitors to site. 8482 return visits to site. 53% of people know that Yellow do online ads. 65% of people think that Yellow is innovative. 124% of Sales Target reached. 569 lead generated. 2765% more visits than last year’s campaign.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We set each business up with a set of advertising online tools. Then we measured how each of them did. From florists to arborists, locksmiths to builders, a button was pushed and data was captured. It was then linked this to live billboards and a website, where you could see the progress live of all the businesses together on a dashboard. You could keep up-to-date with each of their stories, through video diaries, photos, and blog entries of how Yellow was helping to take their business further. In other words, we weren’t just talking about how good the product was we actively showed it.