Case Study - Reintroducing a brand to the world

Overview

Guild is a B2B2C business that enables the frontline employees of corporations to gain access to fully-paid university education. After a full rebrand, it was time for Guild to get out in the world and inspire potential learners to start their journey.

Challenge

Our audience is extremely time-strapped - they don’t have the time to search for opportunities that they don’t know exist as an option.

With a limited budget, we need to make a noise by showing up disproportionately in places and moments that resonate.

Solution

Focus digital out-of-home around key areas we knew our audience would be, to make sure that our presence was felt and grabbed attention.

Create highly engaging rich media units and optimize towards stopping-power, all targeted to moments & locations that our busy audience had time to focus.

Build retargeting audiences to enable to deliver sequential messaging throughout the campaign.

‍Results

Digital Impact:

• Captured a staggering 104 million new impressions, ensuring widespread visibility.
• Launched custom rich media units for a tailored audience experience.

Key City DOOH Takeovers:

• Dominated major markets with impactful takeovers in NYC, Chicago, Columbus, and Denver.

Creative Effectiveness Metrics:

• Drove a remarkable +32 point lift in interest to learn more about Guild across rich media tactics.

Rich Media Performance:

• Demonstrated compelling results with a +16pt lift in brand favorability.
• Achieved a noteworthy +12pt lift in sign-up interest post-viewing of ad creative.

Website Engagement:

• Garnered a total of 156,330 unique pageviews, showcasing sustained interest.
• Welcomed 128,971 new users to explore the reimagined Guild platform.

What we did