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GO DIGITAL.
GO YELL.
GO DIGITAL.
The Brief
Raise awareness of Yell’s digital marketing services for small businesses in the Manchester region.
The Truth
Local businesses with low to mid-level digital maturity, don’t always understand how digital marketing can impact their business, and how detrimental it can be to have a poor online presence.
The Idea
Our campaign urged small businesses to critically examine their online presence. Using the 'Yell digital lens,' we starkly illustrated the risks of digital invisibility. To build trust and capture busy professionals like traders and delivery drivers, we employed location-targeted OOH. Simultaneously, digital channels drove deeper engagement.
Results
Ad recall was a staggering 39%, with 19% of respondents saying that they were more likely to use Yell for digital marketing services. The campaign generated 2,759 inbound calls or requests in the first 6 weeks from launch and 8,834 qualified sales leads in total – exceeding the targets by 179%.
