A Marketer, Strategist, and Creative.
Driving Results: How OOH Boosted Site Traffic 21% in 2 Months
Company: Justworks-a payroll and HR solution for small businesses
The Problem
As the digital landscape grew increasingly saturated with advertisers, we faced challenges in building a strong foundation for brand awareness in our growth markets.
The Opportunity
Justworks observed an uptick in website traffic from San Francisco, one of our growth markets, despite the absence of active prospecting campaigns. A deeper analysis revealed that competitor OOH placements in the area were driving traffic to us during comparison shopping.
Market research also showed that, return-to-office rates in San Francisco were rising month-over-month meaning more people were commuting into the city. Additionally, May is recognized as Small Business Month, making it an ideal time to connect with this audience during a period dedicated to celebrating and supporting their contributions.
These combined insights indicated the perfect opportunity to launch an OOH campaign to boost awareness and strengthen our share of voice in a competitive market.
The Objective
Increase brand awareness in San Francisco using website visitors as the measurement for success
The Plan
Who
Small businesses with 1-200 employees
Job functions: Owners/founders, HR, Finance professionals
Industries: Technology, Professional services, Manufacturing, Real estate, Education, Retail, Healthcare, Non-profit, BioTech, and Financial services
Where
Business Hubs: Downtown SF/Financial District, SoMa, Mision District, and Embarcadero
Commuters Live: East Bay, Peninsula, North Bay, and South Bay
Affluent Neighborhoods: Pacific Heights, Presidio Heights, Marina District, Seacliff, and Russian Hill
Top Methods of Transportation: Driving, Muni, BART
When
Flight: 3/18/24-6/2/24
Overlapping with major tech events and Small Business Month in May
How
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Leverage the uptick in RTO by targeting busy business areas within SF proper and commuter routes.
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Wrap high-impact transit placements, such as buses and light rails, focusing on routes that cover the Downtown area and affluent neighborhoods..
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Build a network of strategically placed billboards to connect with commuters driving into SF Proper from the Peninsula and Bay areas.
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Reach Muni subway commuters with digital placements at popular stations where we can expect high dwell time, such as on the platforms.
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Localize creative copy to resonate with the SF audience and stand out from competitors.
The Creative
Evaluating Campaign Effect on Site Traffic using Synthetic Control
To measure campaign performance we lanched a synthetic control test aka match market test, which compared San Francisco (treatment city) to a weighted combination of cities that resembled San Francisco, but that historically never had an OOH campaign. The test monitored these groups before, during, and up to 8 weeks after the OOH flight--if the two groups diverged after the OOH launch, this change would indicate a direct impact of OOH in San Francisco.