Bitly

The Bitly Ask:

The client challenged us to increase awareness and consideration for their full suite of product offerings, while at the same time drive customer sign ups specifically for their Bitly Connections platform.

Mediasmith’s Approach:

Rather than try to do two things at once, we took a building-block approach to delivering on this ask, including:

• Focusing on two large priority markets (Chicago and Dallas) to maximize reach and frequency
• Utilizing audience data and targeting when applicable to minimize wasted impressions
• Running a diverse mix of channels including OOH, Audio, Video, and Paid Social to drive awareness while also driving engagement and sign ups
• Implementing partner brand lift studies to help understand advertising impacts and lifts in awareness
• Optimizing campaigns towards strongest performing creatives, audience segments and device platforms

Learnings and Results:

Our tiered approach to execution yielded a tiered set of results:

• We saw significant increases in branded search and organic site traffic in the selected media markets
• Although the primary goal was to build awareness, the campaign drove a high volume of sign-ups, with paid social channels driving 80% of sign-up volume
• The initial campaign success resulted in expansion to include 4 additional markets and introduced CTV into the media mix in Q4