Objectives

We wanted to reach our target audience of explorer families and get them excited about the Wallace and Gromit events.

Our tag line for the campaign – 'fancy a cracking day out?' – was used to show the partnership with Wallace and Gromit.

We also used 'celebrate the jubilee with us on 4 June' to provide key visitor information.

We wanted to promote awareness of the events and get our audience interested in the lead up to the weekend. We used online display advertising to engage users by driving traffic to the Wallace and Gromit trailer video and also using it within rich media formats.

Solutions

We placed advertising on 4 types of sites

1. Across ad exchanges which enabled us to reach a large audience cost effectively.
2. Press titles such as The Sun and the Mail Online.
3. Events sites.
4. Parenting sites using this summer's partnership with Mumsnet.

A high impact expandable format which included the Wallace and Gromit trailer video was used along with standard formats. We also ran some ads without Wallace and Gromit on so we weren't appealing to just families. Each of the 13 top tier properties also had an ad that promoted their specific event and was served online to people in their region.

Activity ran in the week leading up to the Jubilee to guarantee high frequency and impact.

Results

Above average engagement

The campaign delivered beyond the forecasted volumes of clicks and we had above average engagement rates with 2,500 plays of the video within the ad format.

Cost-effective delivery

Click through rates averaged at 0.06% and 16,300 clicks were delivered in total costing £1.60 per click. Over 8 million ad impressions were delivered.

A wide reach

The ads reached 2.1m people in the week that it ran with people seeing the ads 2.5 times. This meant that during this period 22% of the UK population that were online saw the National Trust Jubilee ads.

Highly engaged

The audience were also highly engaged and visited a wide range of pages across the National Trust website once they had clicked through. 20% of visitors searched for a place to visit and 13% searched for an event.