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 Southern Downriver Right to Life

Case Study

Southern Downriver Right to Life Poster in Detroit
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"The results were impressive.The combination of the outdoor posters and the Mobile Network allowed us to see not only how many viewers clicked (CTR) on the banner ad but also what percentage of those viewers moved onto the website. The average secondary action rate (SAR) is 3%. Ours were 4.1% and 5.6%."

- M. Telnack, Board Member


 
Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

With their campaign, Southern Downriver Right to Life wanted to provide women with free, confidential pregnancy help so they can learn more information about the choices available to them regarding having a child.​

 


 

Details

Media Mix: OOH Posters and Mobile Network with varying creative
Mobile Proximity Targeting: 10-mile geofences around abortion clinics, family planning centers, and OOH locations

Dynamic Landing Page with links to learn more and a direct link to call the Right to Life of Michigan pregnancy hotline to drive secondary actions

Rationale

The Mobile Network banner ad and landing page provided multiple immediate access points where smartphone users could click to learn more about their options or click to call the Right to Life of Michigan pregnancy hotline. Poster billboards were strategically placed within geo-fences surrounding multiple abortion clinics and family planning centers in the Detroit area.

Results

In 2017, SDRTL contracted with OUTFRONT media for four "flights" of posters in the Downriver-Detroit area. In October, we added the Mobile Network which consisted of two 10 Mile geo-fences.

 
"The results were impressive.The combination of the outdoor posters and the Mobile Network allowed us to see not only how many viewers clicked (CTR) on the banner ad but also what percentage of those viewers moved onto the landing page. The average secondary action rate (SAR) is 3%. Ours were 4.1% and 5.6%."

 
"We have just renewed our contract for 2018. It will now include the Mobile Network for each flight giving us the added "lift!" It has been not only an education but also a pleasure working with Emily Norris and her creative team at OUTFRONT media."

 
M. Telnack, Board Member, SDRTL
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