Case Study: Helping UN Women spread the word
In October 2018 we launched a pro bono ad campaign in the UK to help Mediacom distribute their UN Women UK ad entitled “Draw a line”.
Draw a line
The ad was launched to mark the International Day for the Elimination of Violence against Women on 25 November 2018. The premise of the day is to raise awareness for women around the world are subject to rape, domestic violence and other forms of abuse. It also aims to highlight the scale and true nature of the issue which is often hidden.
The ad, created by JWT London, featured a number of different celebrities including Doctor Who star Billie Piper and film and TV legend Benedict Cumberbatch. The celebrities drew orange lines (the colour associated with the campaign), and spread awareness by asking the public to raise their voices and help bring about change.
We helped UN Women to spread the message across the UK, and ensure it was communicated to the right audience at the right time, in the right places. We did this by delivering over 99,000 views to audiences on high profile premium publisher sites and brand safe environments.
“Draw a line” achieved 87,634 completed views, achieving an impressive 88% completion rate, which is 45% higher than the industry average. This indicates that the ad was delivered to the right audience as a large proportion of them watched it all the way through.
We also helped the UN women UK ad achieve a higher than average CTR of 0.56% compared to the industry average of 0.42%, and a higher than average interaction rate of 0.57% compared to the industry average of 0.42%. The ad also had an average dwell time of 10.7 seconds.
The power of premium environments
At Unruly we believe that the environment you deliver your ad in is extremely important as the content that your ad sits next to can greatly affect how it’s perceived. Not only this, but studies show that ads shown in premium environments produce greater levels of engagement and long-term memory encoding amongst consumers compared to ads on other sites.
“Draw a line” was distributed at scale across our Verified Marketplace which is an exclusive place to collectively buy desktop and mobile outstream video inventory on The Guardian, The Telegraph, The Times, The Sunday Times and The Sun. It guarantees quality content and environments for advertisers with a potential audience of over 39.4 million unique users.