The Met Gala is an annual fundraising gala held for the Metropolitan Museum of Art’s Costume Institute in New York. Each year it has a theme and in May 2023 it was ‘Karl Lagerfeld: A Line of Beauty’. Our client initially planned to put little paid media behind the campaign. However, we successfully pitched for additional budget to deliver a planned: +15% YOY revenue (business) and a 0.5% minimum engagement rate (media). We also wanted to increase brand consideration and needed to do this with media partners. Our search ads strategy reduced bidding on brand exact, to avoid focus on the man himself. Meta and TikTok formed the foundation of our campaign, delivering efficient engagement throughout. To capture attention, we used connected TV across YouTube using Masthead with high impact formats across TikTok. To connect the brand and the event we partnered with GumGum to ensure highly contextual placements across premium display environments. Contextual targeting technology on YouTube allowed us to scan video content to further bolster contextual relevance. Geo-targeting key city locations helped maximise our budget where it would have most influence. Campaign delivered a 27% increase in YOY revenue and an 0.85% engagement rate and saw the largest day for traffic ever in .com history. Using search volume by term as a proxy for consideration we saw an increase of 420% year on year. We also saw a 28% increase in consideration via GumGum. Average order value was also up 43% vs plan and 21% year on year.

We were tasked to target RSPCA’s ‘bullseye’ Mosaic groups as part of their integrated Christmas campaign for one-off cash donations. The objective was to recruit a high volume of new donors with a strong lifetime value and integrate our ongoing test and learn strategy covering creative, format, targeting and personalisation to draw meaningful, robust conclusions from the results. Generating a high volume of new donors when consumers were struggling for disposable income due to the cost of living was going to be a struggle; we needed to minimise the likelihood of complaints and market ethically by avoiding vulnerable audiences and only targeting those able to afford to donate at this financially difficult time. The strategy was to integrate door drop into a wider winter appeal ‘Join the Winter Rescue’ which included DRTV, digital and door drop. Updating the door drop model, selecting high indexing sectors against various audiences and incorporating statistically valid tests was key. Creative was consistent throughout all channels. We overdelivered on all metrics with an 80% increase in donor acquisition, 7% increase in ADV, 132% improved ROI and 54% reduced CPD!