1. Chernigivske Rejuvenation
Brand: Chernigivske
Period: 01.06.11 -20.07.11

2. Brief
• Campaign goals:
- Reapprove leadership position vs. competitors
- Announce Brand Rejuvenation (new VBBP) in line with ATL
campaign but in digital language
- Maximize TA unique coverage and on effective frequency
in digital
- Increase total coverage (TV + digital)
• TA: M 18-50
• Main Competitors: Obolon, Lvivske

3. Media Solutions:
• Campaign Chernigivske Rejuvination was very significant. To
achieve the maximum effect and quality of contact with audience
was used several instruments, including non-standart placement on
the high affinity site Korrespondent.net

4. MPU banner campaign

5. Banner idea:
the banner’s hero was interacting with a popular Korrespondent.net site’s
content. Every time when the question appeared “What Ukraine could be
proud of?” the banner hero was taking a reply from an article placed on
Korrespondent.

6. Banner mechanics

7. Summary: Impressions and coverage are within the limits
of acceptable deviation
Period 01.06 – 30.06
Impressions 400 000
Reach 366 175
Frequency 1,09
Reach TA 191 040
Reach on EF=1 366 175
Reach TA on EF=1 191 040
CTR, % 0,19%
Clicks 757
Source: AdRiver, Gemius Direct Effect, Gemius Profile Effect

8. As the banner start should have been initiated by a user - Event 1- CTR
6.32% - which indicates high banner interaction. As the banner goal was
image enforcement such high CTR proves overachievement.
Format Actual
CTR%
Site placeme Impressio Clicks Event 1 CTR% Events
Click
nt ns
podrobnosti.ua 290*300 272 526 215 21 318 0,08% 7,82%
segodnya.ua 240*350 400 000 164 15 687 0,04% 3,92%
focus.in.ua 300*250 250 001 208 9 895 0,08% 3,96%
pravda.com.ua 300*250 200 000 171 8 198 0,09% 4,10%
gazeta.ua 240*350 250 000 169 13 072 0,07% 5,23%
all-biz.info 240*350 300 000 444 11 257 0,15% 3,75%
comments.net 240*350 301 440 166 17 996 0,06% 5,97%
tochka.net 300*250 1 000 000 579 24 233 0,06% 2,42%
bigmir.net 300*600 675 000 874 47 185 0,13% 6,99%
i.ua 300*600 900 003 1 470 74 050 0,16% 8,23%
tochka.net 300*600 1 000 003 1 244 104 257 0,12% 10,43%
gismeteo.ua 240*350 900 000 1 367 54 986 0,15% 6,11%
meteoprog.ua 240*350 1 151 982 1 191 68 565 0,10% 5,95%
football.ua 240*350 500 000 880 22 287 0,18% 4,46%
sport.com.ua 240*350 315 637 275 15 787 0,09% 5,00%
dynamo.kiev.ua 240*350 300 000 167 21 936 0,06% 7,31%
terrikon.dn.ua 300*250 243 674 166 18 195 0,07% 7,47%
Source: AdRiver

9. Screenshots: Korrespondent.net

10. Analysis of social-demographic
profile of campaign

11. We have covered ≈52,5% of male audience, meantime that
natural delivery by site split is 1,23% less. Clicks on
banner were distributed evenly between men and women
Audience profile (had contact with campaign) Audience profile (clicked on banner)
Gemius sites profile
Campaign profile
Source: Gemius Profile Effect, Gemius Audience

12. Male audience in LDA made 50% of covered audience and
committed more than 45% of clicks
Audience that had contact with campaign Audience that clicked on banner
Source: Gemius Profile Effect

13. Summary
Key indicators delivery within the limit of acceptable deviations:
• Impressions delivery: +11% (+ 1 889 745 bonus impressions)
• Coverage delivery: +2% (+ 148 934 unique contact)
• Coverage by TA: +28% (+ 495 876), we maximized coverage by
Chernigivske target audience
• CTR by click delivery: +13%, CTR = 2,76%
• Clicks delivery: +26% (+105 911)
• CPT was optimized for 10%
• CPC was optimized for 20%