The AFIS Cyprus mission is to become the most efficient and effective waste management organisation in Cyprus, and be recognised by the public for its contribution to the improvement of quality of life on the island.
The challenge of the campaign was to generate awareness about the negative effects on the environment and our health of not recycling used batteries, as well as to inform the public how and where they can recycle.
In order to achieve this, we launched Google Display and YouTube ads in an effort to reach as many people as possible, grabbing their attention and driving them to a landing page where they could watch a relevant, informative video.
On Google Display, we made use of GIFs and HTML5 banners with impressive results. It’s important to mention that as this was a new account, we weren’t able to start immediately with HTML5 banners, so we made use of GIFs that we later replaced with HTML5. That helped as get higher CTR and even better results.
Regarding YouTube ads, we used the landing page video and “served” it to our target audience, which consisted mostly of households with many electric appliances.
WHY IT WORKED
Our experience with Display Ads made it easy for us to decide which ad sizes perform best on the Display Network, so we didn’t have to allocate any budget on testing. This meant we started driving good results from day 1, without wasting budget!
Another reason our campaigns worked was the job done on design and copy. The combination of a catchy tagline and a relevant animation did the trick and helped skyrocket the performance!
Last but not least, we did a lot of research on targeting to make sure our ads were relevant to the target audience and weren’t generating negative feelings toward the brand.