Caractère is an integrated agency that supports its clients in developing 360-degree communication campaigns. This involves an ecosystem and orchestration that also incorporates digital media. At Caractère, we transform creative ideas into growth drivers.
What does digital mean in advertising?
It encompasses many things, an entire ecosystem. It involves objectives: branding, traffic, recruitment. It involves purchasing methods (flat rate, cost per thousand, cost per click, cost per action) and media planning choices (media, formats, targeting, placements).
Have social media, search, and banners become indispensable?
Social media is now an essential platform for reaching more than 5 million users in Senegal. Search is a powerful marketing tool that can generate significant, qualified traffic to a website by increasing its visibility in search engine results. Banners come in several formats, such as classic formats, rich media formats, etc., designed to capture the attention of the target audience.
All of this plays an important role in the success of a digital advertising campaign, especially if they are consistent with the same 360-degree campaign idea. This means that the same message that a person hears on the radio or sees on television can also be found in a search campaign, a web banner, or a social media advertisement.
Is it still possible for an advertiser to rely solely on traditional media?
No, we can no longer do without it. It has become more than necessary. It is vital.
Conversely, is digital alone sufficient?
I am one of those who believe that digital alone is not enough. Of course, it is possible to deploy impactful digital campaigns, work on growth, and build a brand digitally, but for greater consistency and performance, it is good to have a synchronized media plan that integrates both traditional media (TV, radio, OOH, etc.) and digital media.
Furthermore, we are in a country, Senegal, where audience studies show that television and radio still have greater penetration than digital among the general public. The ratio may be reversed if we want to reach a specific audience, such as young people.
In conclusion, it is a good idea to work on making the two media complementary when working for brands, when you want to build a brand.
What is the average budget for a good digital campaign?
The budget really depends on the objective, the type of format you want, or even the purchasing method (cost per thousand, cost per click, etc.), and the KPIs you hope to achieve.
Let's say you want to launch a month-long awareness campaign for a telecommunications company. We want to do programmatic CBM (customer-based marketing) to attract new customers or migrate customers from competitors to us. But we also want to work on awareness, i.e., the visibility of this campaign. After simulating and calculating the KPIs, we can determine a budget of between $5 million and $6 million. It depends.
Similarly, for a small social media display campaign to generate brand awareness on Facebook, Instagram, and Twitter for a short period of time, we could set a budget of $1 million. It really depends on each individual case.
The budget can change depending on the time frame (commercial period, calendar period), the type of campaign (Type 1, Type 2, or simple activation), the types of purchases to be made, and the evolution of bids, among other factors. The only thing that remains fixed are the flat-rate purchases on publisher sites (media and news web portals).
Can you tell us about a particularly relevant campaign carried out by your teams?
We recently launched a 360-degree campaign for the telecom brand Free Senegal, one of our clients. It was a campaign with a strong business objective that set the tone for all our communications at Free at the end of the year.
This campaign was run across all media (both digital and traditional). The orchestration of this campaign on digital media involved levers such as programmatic advertising, YouTube Ads purchases, Facebook campaigns, etc.
At the end of the campaign, we saw a 15% increase in new Free customer acquisitions and a 12% impact on business revenue. This is not including subscriber migrations from competitors to Free.