1. Story Offline and online spending Lynda Rathbone MD, Four Square Media
2. Case study: major UK campaign for top 10 charity The Challenge: to continue the user journey online for 7 offline campaign activities that all drive traffic to the website home page. The activities included: - TV (brand and DRTV) - Print (door drops, inserts) - Shops/posters - Events - Transvision - Press/celebrity
3. Case study: major charity - UK campaign activity The story : all the campaign activities were driving potential supporters to the website home page, although 95% of the budget was spent on the offline activities. Once users landed on the home page, there was nothing from the campaign they recognised, leading to an 81% bounce rate, very low donations and confusing user journeys.
