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The Department of Internal Affairs wanted to increase the utilisation of online passport applications to reduce cost of delivery and improve processing time.
DIA’s target was to significantly grow their online application uptake by 2020. The over-65 segment was underperforming and we wanted to test if digital marketing could drive awareness and action for this segment.
We created KPIs for awareness and action goals and tested a range of compelling creative using smart targeting strategies to generate insights.
The importance of establishing digital passport uptake in older demographics meant Gmail and Display were the perfect media channels to increase awareness and drive action.
The age bidding strategy allowed us to to test media to understand what level of engagement, awareness and cost per action we could generate across the different age segments.
The goal for this campaign was awareness, with the campaign generating 4.2% of total website sessions. Using age based targeting and quality creative we were not only able to generate over 10,000 sessions but also achieved a resounding 264 new passport applications at an overall CPL of $33.88.
Over 50% of traffic came from the more direct creative that has a simple call to action that’s easily understandable and informs the viewer of the process moving forward.
By unlocking the right channels, creative and optimal bidding strategy for a tough-to-reach demographic, Reason contributed to an overall lift in awareness, website sessions and passport applications (as well as their cost), enabling DIA to effectively forecast media spend required to hit their digital goals for 2020.
