Case Lukoil – BYYD
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Tasks:

• attracting target audience to the website
• increasing awareness of the DoldurGeç payment system among the target audience

Instruments:

• RichMedia banners
• Fullscreen banners
• Daily manual optimization

Geo:

Turkey - cities of Lukoil gas stations presence

Implementation

In order to reach the target audience following set of interests was used:

Auto: Driving, Auto culture, Diesel cars, Used car, Automotive work/repair, Cars or Car Repair, Recreational vehicles, Convertibles, Coupe, Crossovers, Hatchbacks, Hybrids, Auto class "Lux", Motorcycles, SUVs, Sedans, Trucks, Vans

Technologies: Online purchaser, Contests, Coupons, Comparison, Discounts, Smartphones, Laptop, Computer, Computer Reviews, Internet, Technology, Science/New Technology, Electronics

Result

During the campaign we managed to achieve exceedance of the plan within the budget:
Fullscreen banner:
Impressions
Plan – 4 500 000 (Fact – 4 511 308)

Rich Media banner:
Impressions
Plan – 2 933 333 (Fact – 2 958 582)

During the campaign more than 2 000 000 people were reached.

Brand lift research
After the campaign, we did research on awareness of the DoldurGeç app among people who saw our ad. For this purpose, we created a Rich Media banner with a question on it: “DoldurGeç uygulamasını daha önce duydunuz mu?” (“Have you heard ща the DoldurGeç app before?”)
Brand lift was held in two stages:
1 stage: We created the audience with the same set of targetings as for the main campaign, but excluded device IDs of people who saw or interacted with the banners.
Results: Yes – 27%  No – 73%

2 stage: For the second stage we ran the survey only among the people who interacted with the banners during the primary campaign,using their device IDs.
Results: Yes – 69%  No – 31%
Thus we can conclude that after the campaign the awareness of DoldurGeç app among users who saw the advertising increased by 42%

 

 

Devices

Device manufacturers (top 5)

37%
Samsung
21%
Apple
11%
Xiaomi
11%
Huawei
3%
Oppo

Screenshots of placements

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