The Bunker is a trusted partner for compliant and secure outsourced infrastructure and data storage. The company has a prestigious base of long-standing clients, and a reputation for great service and sensible IT. Since its inception, The Bunker has enjoyed consistent growth year on year because clients entrust that their most complex technical challenges and demanding business requirements can be met.
With the General Data Protection Regulation (GDPR) as a theme that The Bunker wanted to explore further, Spreckley managed the production of a series of four videos on this subject. The Bunker was keen to boost the reach of this content in order to achieve the best ROI. In addition to media and blogger outreach, Spreckley recommended, and subsequently implemented, a pay-per-click campaign on Twitter to create an increased awareness for these premium content assets, while also driving traffic to The Bunker’s website, where the videos were hosted.
Spreckley created a variety of sponsored social posts, along with a targeting plan based on a very specific criteria of key words, phrases and interests. This was to ensure the posts were directed specifically at an audience with a vested interest in the GDPR. In addition to this, Spreckley created trackable URL links so the performance of the campaign could be monitored via Google Analytics.
Spreckley rolled out the PCC campaign over a four-week period, promoting a different video each week. Through continuous optimisation, whereby Spreckley focused budgets on the top performing posts, healthy results were achieved throughout the duration of the campaign.
The combination of effective targeting, along with constant optimisation, meant that by the end of the campaign the results came in on budget and with a cost per click rate of £0.32, which comes in well below the industry average, which stands at £0.45. The results demonstrated that the content clearly resonated and the appropriate audience was targeted. In total, the PPC campaign resulted in 1,250 visits to the GDPR videos, which were hosted on The Bunkers website, fulfilling the aim of driving increased awareness and thought-leadership as well as boosting the views of the videos.