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Case studies

TMI is a proud recipient of The Bookmark Awards and continues to be successful in every service front we offer. We have found and constantly refine the digital formula that connects human interaction with measurable data and accurate forecasting. TMI is proud to work with our partners in delivering excellent returns and newfound benchmarks.

Dunkin Donuts approached TMI amongst other agencies to assist them with the launch of their first store in South Africa. As exciting as the launch was, we had the following constraints: limited budget and only 16 days to create a massive hype to get as many people in the queue as a possible on the launch day. Our challenge was to get the South African audience to personalise the brand to prevent them from viewing it as another American company intruding the market. The strategy for this was to create a challenge campaign which allowed South Africans to ultimately decide the opening date by engaging with the daily challenges which brought the launch day closer if the challenge was completed successfully by the public .We ran this campaign through 4 Digital platforms: Display, Facebook. Twitter and Google Search.

2500 Sign Ups Achieved

KPI: 500 SIGN UPS

1225 SHARES ACHIEVED

KPI: INCREASE SHARES

7529 INCREASE IN SOCIAL FOLLOWING

KPI: INCREASE SOCIAL FOLLOWING BY 3000

630 EMOJI SHARES ACHIEVED

KPI: GET 500 EMOJI SHARES

Because, the first store opened in the N1 City Mall in Cape Town, we had to limit our geographical targeting to suburbs within Cape Town and specifically those around the N1 City Mall. We worked closely with other marketing agencies (PR, Radio, Above the line etc.) to promote this launch but TMI was responsible for everything that happened online. We had 4 main KPIs (set by the client) to achieve for this campaign and they were all achieved and most of them were more than doubled. The campaign was split into three main bursts: Educational, an interactive 10 Day Challenge campaign and a launch day awareness campaign.

We started out with the goal of achieving as much reach as possible for the prospecting campaign in order to get the RE/MAX brand out there. As soon as we started gaining traction, we made a collaborative decision with the client to change the strategy to have a main goal of onsite conversions for the prospecting campaign.

DROPPED CPA TO R4.22 IN ONE MONTH

KPI: FIND A CPA RANGE OF R2.00 - R6.00 (WAS AT R12.04)

51% CONVERSION GROWTH IN ONE MONTH

KPI: GROWTH THE QUANTITY OF CONVERSIONS

TMI reworked the existing Hippo content strategy with the intent to establish Hippo as a reputable news and information source within the financial sector. By creating news-centric content that provides easy to digest information for readers in a simple, concise and clear way.

427 POST CLICKS (1402.75% INCREASE IN 2 MONTHS)

KPI: INCREASE POST CLICKS (AVG 30.44 POST CLICKS)

INCREASE BY 1940.95% IN SOCIAL VISITS

KPI: INCREASE IN SOCIAL VISITS (YOY)

TMI’s previous metric for measurement included link targets and numbers, and although those worked for a while, this new strategy moved away from that. These news articles and advice pieces are also more shareable than the previous social media efforts transforming Hippo’s social feeds to a topical news feed. By applying traditional journalism principles, both in writing and researching, TMI has managed to not only show results, but at the same time helped expand Hippo’s social reach, engagement as well as conversions from those same social conversations. Target KPIs: Increase social engagement, improve domain authority, establish Hippo as a brand that published newsworthy content.

The Media Image (TMI) was asked to assist Edcon as business to generate positive return of ad spend (ROAS) in its two retail divisions Red Square and Boardmans Online. This was done by applying DoubleClick Search to Edcon’s Boardmans & Red Square accounts in order to take advantage of combining the intuition of a human PPC campaign manager and the efficiencies of machine learning bid strategies.

RED SQUARE KPI’s VS RESULTS
INCREASED PAID SEARCH ROAS TO 939% BY JULY 2016

KPI: INCREASE PAID SEARCH ROAS (WAS AT 552% - FEB 2016)

85.7% INCREASE IN CONVERSION RATE

KPI: ECOMMERCE CONVERSION RATE INCREASE (YOY)

96.82% INCREASE IN TRANSACTIONS

KPI: INCREASE IN REVENUE (YOY)

85.49% INCREASE IN REVENUE

KPI: INCREASE IN REVENUE (YOY)

In addition, there was need to respond to market changes in real time, and devise long term interventions for optimising the accounts performance across device segments. Boardmans & Red Square always on search campaigns were targeted to people who would be more willing to shop online and would become converting customers to remarket to in the future.

Target KPI – Making use of DoubleClick bid strategies and machine learning to increase the revenue and return on ad spend for search.

BOARDMAN’S KPI’s VS RESULTS
INCREASED PAID SEARCH ROAS TO 1072% BY OCTOBER 2016

KPI: INCREASE PAID SEARCH ROAS (WAS AT 552% - FEB 2016)

46.67% INCREASE IN CONVERSION RATE

KPI: ECOMMERCE CONVERSION RATE INCREASE (YOY)

80.32% INCREASE IN TRANSACTIONS

KPI: INCREASE IN REVENUE (YOY)

98.85% INCREASE IN REVENUE

KPI: INCREASE IN REVENUE (YOY)

The Media Image (TMI) was asked to generate more quality leads for Cash Converters franchises as the business needed to open 7 new franchises by year end (Very ambitious). We decided to take different approach instead of just sending traffic to their site we built out a micro-site for the client. This was to serve two purposes; one to showcase the power of digital as this was the company’s first digital campaign and secondly to have enough flexibility in terms of tracking, analytics access and adding pages to the site to allow for fast turn over enabling us to get the results we wanted. We used AdWords as our main platform; to achieve this we set some KPI for our campaigns.

1 DIRECT, 4 IN TOTAL

NEW FRANCHISES OPENED

AVERAGE CTR of 4.3%

RELEVENCE IN MESSAGING

55%

IMPRESSION SHARE

72%

TOP PAGE RATE

Target KPI – Set benchmarks for leads per week (as the was no historical data) ; Set up online presence for the brand ; Maximize on Leads.