Sky+ addresses the new parents market
28/11/2005
Sky targeted parents with newborn babies and/or young children through an online campaign.
Objectives
Taking a soft and integrated approach, their objective was to push Sky+ service, which would enable parents to control their viewing time. Sky wanted to target parents with newborn babies and/or young children, with a view to pushing their Sky+ service to enable them to control their viewing time. Therefore, they were keen to tie up with websites that catered for this demographic.
Sky were keen not to be pushing a hard sales message. Instead they wanted to take a more soft and integrated approach and demonstrate the effectiveness of the Sky+ service to potential users, in particular those who had difficulty managing their time.
The challenge
In order to reach out to their desired demographic it was important for Sky that they could use a site that provided the flexibility to accommodate their objectives.
Bounty.com was seen as an ideal partner due to it’s strong affinity with new mothers and mothers with young children. 95% of the site’s traffic comes from women users and in total 70% of the users are either pregnant or have at least one child. The site also proved to be very accommodating to Sky’s requirements.
The campaign
The campaign incorporated the following elements:
- Fixed Homepage MPU
- Advertorial Link with image homepage
- Advertorial on the ‘life changing’ elements of having a baby integrated with Sky programming editorial
- ROS skyscrapers and banners
- Advertorial link on newsletter
- Bespoke ad unit on discussion boards
- Text Link on shopping page
The results
The aim of the campaign for Sky was to increase registrations to their Sky+ service. The success was measured by the number of users who clicked on the various integrated opportuities that existed across the site.
- MPU - 1,200,000 impressions 2,000 click throughs
- Forum button - 900,000 impressions 180 click throughs
- ROS banners 600,556 impressions 885 click throughs
- Text link on the advertorial, 342 clicks
- Delivered over 4,000 advertorials. Sky extended the campaign for a further two months.