"What's your story?" written on tablet
By Jen Bassik Apr 30 2015

#CentroInAction: Telling Your Digital Story

It was once said, “If you don’t tell your story, someone else will.” That was surely the situation in our most recent case study. Our client, one of the world’s largest public relations firms, was working on behalf of an energy company, who desired to spread a positive message about an upcoming energy initiative. Already the topic of debate, the initiative was in need of a constructive voice. The PR firm knew what had to be done, but needed some from us help along the way.

The goal of the campaign was to drive positive perception of the initiative by getting the target audience to sign up for an email list, for a CPA under $15. It was here that the PR firm ran into some trouble. It needed help accessing the desired audience across multiple websites with content relevant to national security, the conservative political party, jobs, and labor. This was no easy task for our PR client.

Fortunately, the Centro team was there to jump right in. Utilizing Centro DSP, the buying services team was able to serve the client’s positive ads to every site type using contextual targeting. In addition, the team was able to identify CTA correlations between those who viewed national security content and those who viewed political content. By isolating those domains, they optimized the campaign by retargeting those audiences. They were also able to increase the reach of the campaign by uncovering additional successful content verticals.

The results were quite staggering. The campaign drew over 19 million impressions across all targeted sites. More significantly, the campaign also brought in over 2,000 conversions, all under the client’s budget. These impressive stats were achieved with an eCPA of $10.41, well under the goal of $15 set by the client. Not only was the client thrilled with the results, it was also excited to work with us on future campaigns.

At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.