CASE | IDN AWARDS 2017

NEW RESULTS FOR TRADITIONAL NEWS

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CASE VG-BUD

IDN AWARDS 2017

T H E BR I EF

Verdens Gang (”The course of the world”), generally known as VG, is a Norwegian tabloid newspaper. Since 1993, VG have

employed teenagers between 13-16 years as VG-Bud to deliver newspapers in the weekends, in their own neighborhood.

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CASE VG-BUD

IDN AWARDS 2017

T H E BR I EF

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Our brief was to recruit new people for VG-Bud to be employed to available delivery routes. The task was to get information about VG-Bud out to the right audience,

explain how it works, engage them to apply and get as many relevant applications as possible within the

campaign period and budget.

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CASE VG-BUD

IDN AWARDS 2017

CR EAT I V E ST R AT EGY

Our target audience was teenagers between 13-16 years and their parents throughout Norway. Local focus + excluding areas that

were already occupied by existing VG-Bud.

Our pitch to the client was that if they invested a larger part of their marketing budget in bureau hours for strategy,

performance optimization and developing a new website, based on performance principles of conversion, and less in actual

media-spending - chances were big they would get better results as well as a lot of valuable insights for years to come.

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CASE VG-BUD

IDN AWARDS 2017

We wanted to expand VG-Buds presence in various (push and pull) channels in order to reach our target groups throughout their digital

movement and follow them in every decision phase at all times, across all units - by leaning heavily on the Google Network, Social Media as

Facebook and Instagram, and Audience networks (Apps).

We were also able to control frequency for people seeing the same ad reasonably by using this methodology.

CR EAT I V E ST R AT EGY

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CASE VG-BUD

IDN AWARDS 2017

We tested different images, messages and ad formats – carefully selected to engage various target groups and continuously optimized

to secure the best result. We also used Remarketing in order to really go and get those great results in conversions.

CR EAT I V E ST R AT EGY

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CASE VG-BUD

IDN AWARDS 2017

Exceed all time high

results from 2016 by using

same budget.

G OA L S

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CASE VG-BUD

IDN AWARDS 2017

EX ECU T ION

3 Webpage

3 Facebook Ads

3 Instagram Ads

3 Google AdWords Paid Search

3 Google AdWords Display Ads

3 Bing Ads

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CASE VG-BUD

IDN AWARDS 2017We designed a new website based on performance principles of conversion.

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CASE VG-BUD

IDN AWARDS 2017We designed a new website based on performance principles of conversion.

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CASE VG-BUD

IDN AWARDS 2017Facebook Ads was an important part of the campaign

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CASE VG-BUD

IDN AWARDS 2017General Google/web ads. The message is directed at teenagers – “Make your own money!”

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CASE VG-BUD

IDN AWARDS 2017

2016: 3.746 APPLICATIONS 2017: 7.237 APPLICATIONS

+93% CONVERSIONS

R E SU LT S

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CASE VG-BUD

IDN AWARDS 2017

R E SU LT S

2016: NOK 497,- (€ 53) 2017: NOK 65,- (€ 7)

-86% COST PER ORDER

(all costs included, bureau and media-spending)

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CASE VG-BUD

IDN AWARDS 2017

An eye-opening experience for our client. We are currently working on their next campaign. VG have almost doubled their

budget to develop more content, film-production and expanding to new channels (Snapchat). This is an example that investing

in strategy, optimization and specialist knowledge, is a truly valuable asset and that it can save a lot of money instead of just

blasting it on media-spending.

R E SU LT S

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