Spendesk is a leading all-in-one spend management solution.

Tug were appointed to lead media planning and buying for Spendesk's super satisfying spend management brand campaign.

The key objective was to drive a 15% increase in branded search across London, Paris, Hamburg, and Berlin without the use of video or audio assets.

Approach

The use of data in planning to activate OOH was essential to the campaign's success. The key target audiences were management and decision makers in finance teams and understanding these audiences levels of awareness in each city.

For example, in London there was considerably lower brand awareness and high competition versus higher awareness and low competition in Berlin. Therefore, budget was weighted towards high impact, high reach advertising in cities where awareness was low and competition high.

Focusing on the commuting period, our approach focused on:

• High impact placements in key areas such as Old Street Station (London), Berlin Hauptbahnhof, and Gare de Lyon (Paris), and Eurostar departure halls takeovers
• Targeting key conferences with wrapped taxis
• High reach and frequency ads on the transport networks
• Programmatic OOH targeted by location, day of week and time of day to ensure maximum impact for target audience

Results

Being a data-first agency with performance in our DNA, measurement of brand activity and it's attribution to digital performance was imperative to measuring the success of the campaign.

Lift Analytics, a proprietary tool provided our and Spendesk's in-house digital team with a real-time dashboard showing the impact of the OOH activity on digital metrics, as a proxy for brand interest.

The data was then fed into performance channels, including PPC and Paid Social. in order to uplift spend as branded search or engagement levels increased.

The campaign surpassed our target objective, achieving a 25% increase in branded search and a 42% increase in direct and organic traffic.