Primedia Broadcasting is the media home of South Africa’s premium radio stations 947, 702, KFM 94.5, Capetalk and the award-winning Eyewitness News (EWN) – as well as the social initiatives Lead SA and Crime Line.
Having evolved into a multi-platform, content-creating business, Primedia is able to connect big brands (its own and its corporate clients’) with large, lucrative audiences via integrated multi-channel campaigns.
The Brief
• To brand all Primedia internal emails with banner campaigns so that all departments became fully aware of, understood, and were able to action, new Primedia campaigns in a timely and effective way, especially as these campaigns involved initiatives with key South African corporates.
• To use this channel – everyday one-to-one business email – to make external stakeholders aware of, and engage with, special radio shows and events being run by specific stations.
• To drive traffic to the stations’ websites and landing pages.
• To boost listenership via mobile apps and show how seriously Primedia takes digital innovation in meeting its audience’s needs.
It was essential that the email banner campaigns were creative, impactful and able to feature multiple clickable calls-to-action, with every click tracked and reported so that engagement with different programmes and initiatives could be clearly measured.
The Solution – Internal Email Campaigns
Engaging banner campaigns were applied to staff internal email to raise awareness of Primedia’s current initiatives. Rocketseed’s advanced segmentation and targeting rules enabled key departments (e.g. HR) and influential individuals to have targeted banners at the top of every email they sent internally, such as giving staff the opportunity to become a ‘Thought Leader’, sharing their knowledge within the company as part of the Primedia Academy.
The Solution – External Email Campaigns
External email signature banner campaigns were created to help listeners understand how they could engage with Primedia’s stations on the move, with a clear CTA to ‘Stay Connected’ via mobile apps.
The Results
Measuring against a click-through rate (CTR) benchmark for Primedia’s Google Rich Media online display advertising of 0.09%, Rocketseed delivered an overall email branding CTR that was 10 times more effective (internal branding accounting for 1/3 and external 2/3 of the results, using statistics from 1 November 2017 to 31 March 2018).
“Rocketseed’s email banner campaigns were 10 times more effective than Rich Media online display advertising.”
Internal email banner campaigns increased staff awareness of Primedia’s current initiatives, as seen through Rocketseed’s reporting of staff engagement. The Rocketseed external email campaigns have also increased brand awareness, particularly for certain radio program initiatives run with corporates, evident in Google Analytics reporting.
“Rocketseed helps us use our day-to-day email as an effective means to communicate key messages to our external and internal stakeholders.”
Atishca Makan, Brand & Communications Specialist, Primedia.
