1. SEMA Award Promotion

2. Project Overview
Goal
Increase awareness and engagement with the 2011 SEMA Award.
Strategy
Target auto and SEMA enthusiasts after the SEMA Awards were
announced to build awareness of the award and the show.
Platforms
• YouTube
• Facebook
• Twitter
• PostRelease
• Yahoo! Display Network

3. YouTube InStream and Promoted Videos
Cost Impressions Clicks CTR
$10,544.88 4,916,905 37,737 0.77%
Analysis: Nearly half of the budget campaign ended up being devoted to YouTube as it proved
to be the most successful platform to raise awareness on the SEMA Award. Promoted videos
or InStream ads were seen nearly 5 million times over the month the campaign was running,
with the Camaro and the F-Series ads being the most popular.

4. Facebook Ads
Cost Reach Frequency Clicks CTR
$ 4,959.49 981,473 10.4 12,321 0.121%
Analysis: Facebook also proved a highly successful platform, while targeting a much smaller
group of users than YouTube. CTR was highest on Facebook for Jeep Wrangler and Camaro
fans, while Fiat ads performed the worst.

5. Twitter Sponsored Tweets
Cost Impressions Clicks Retweets Replies
$ 2300.08 81,300 3,311 101 15
Analysis: The initial buzz from the Twitter timeline campaign as the show got underway
drove a significant number of impressions early in the month. As the month wore on the F-
Series keyword campaigns generated the most impressions and clicks.

6. PostRelease Forum and Blog Content
Analysis: From an engagement standpoint, PostRelease was the clear winner of all platforms,
resulting in click rates that rival PPC campaigns more than typical display campaigns.
Engagement once users clicked into the forum post also proved highly successful, as CTR was
just under 20%, with the highest engagement coming from the hottest 4x4-SUV and Sport
Compact categories.

7. Yahoo! Display Network
Cost Impressions Clicks CTR
$2,310.08 1,317,341 1,403 0.11%
Analysis: Yahoo! search retargeted coupled with interest category targeting to auto
enthusiasts provided another avenue for SEMA to build awareness of the 2011 SEMA Award.
CTRs were in-line with what is typical for display campaigns, but Yahoo! also provided the
second most impressions of any platform, only trailing YouTube.