A new umbrella campaign
SBB created a new umbrella campaign to promote open dialogue with its customers and ensure that they continue to feel at home on the move with SBB in the future.
Activate the target group
SBB wanted to promote the new umbrella campaign across all relevant digital channels in order to find out the opinion of as many SBB customers as possible. The online survey covered topics such as SBB’s punctuality, cleanliness and price-performance ratio.
Webrepublic reduces the complexity of digital marketing... Its performance exceeded our expectations by far.
Head of Digital Communications, SBB CFF FFS
Optimization of user interaction
The clearly defined target groups were effectively addressed through programmatic advertising at numerous touchpoints. The integrated digital campaigns reached users on Tamedia sites, the NZZ network, SBB media, YouTube, Facebook and Instagram, as well as the DoubleClick and adwebster advertising networks. The programmatic set-up enables Webrepublic to continuously track the effectiveness of the advertising measures across all platforms and optimize user interaction. To monitor the success of the campaign, a web analysis set-up was implemented in advance based on a platform-independent, standardized reporting system.
Highly relevant traffic, thanks to precise targeting and continuous optimization
In just 14 days, the campaign achieved
- 30 million contacts,
- 600,000 completed video views,
- A total of 200,000 ratings on www.sbb.ch/zufriedenheit,
- 45,000 clicks,
- 34,000 direct conversions,
- a 75% conversion rate.
Target audience data for future programmatic campaigns will be created based on the customer feedback. This enables user groups to be targeted with content deemed relevant according to the survey.
34,000 direct conversions are a clear indication that the SBB reached the target group with the right message at the right time – thanks to programmatic monitoring and continuous optimization.