"To take advantage of the hyper local aspect that the LNN offers, Eskom targeted the provinces of Limpopo, Mpumalanga, and North West to educate, inform, and influence local consumers to become legal, safe, smart, and paying consumers of electricity by intensifying efforts around its behavioural change campaign, 'Operation Khanyisa'," says SPARK Media’s joint CEO, Marc du Plessis.
"Eskom faced unique challenges in the different provinces but, through the use of our LLN sites, we were able to communicate the possible issues regarding electricity theft and how it affects and impacts the community. Secondary objectives included educating readers with regards to service delivery."
For a period of seven weeks, LNN websites across the three provinces carried articles, placed content on their social media platforms, placed website adverts, and mobile sticky banners.
"We expected to achieve good results for the client, but were exceptionally pleased with the average time readers spent on the articles and advertorials," adds du Plessis. "Average time spent on articles during the campaign and across the sites increased by nearly 30%, indicating that the information and educational campaign supplied by the client was being taken note of."
Other stats included click through rates (CTR) and impressions served. "It is only through our research and core understanding that people shop locally; that we can deliver communication in an online environment where consumers are already primed to receive and engage with the advertisers content," concludes du Plessis.
For more information, visit www.sparkmedia.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram.
media update's recently interviewed OMG Digital about its local online content. You can read more in our article, OMG Digital’s tips on winning over African audiences.