Working with public security since 1934, SSF has a goal to prevent crime and create a safe society. Traditionally focusing on physical crime and fraud, SSF needed to move its activities to the digital arena. That’s why SSF launched “Säkerhetskollen” (the Security Check) at www.säkerhetskollen.se. When launching the online safety initiative, SSF turned to Match2One to reach as many as possible with their programmatic display budget.
The Swedish non-profit organisation, SSF, has gained broad experience within public security dating back to 1934. Their vision is to create a safe society, which is the foundation of the organisation. SSF does this through information campaigns, courses and actively working toward crime prevention. Their operation is unique by how much knowledge they have within the security and crime prevention area, and the independent nature of the organisation.
The increased digitalisation of society has resulted in an increase in online crime. Online fraud, such as “phishing”, is becoming more common. SSF wanted to launch a campaign to increase awareness and decrease the risk of online fraud.
SSF make all their media investments from their in-house marketing team. This makes them agile to change and gives them more control over their marketing budget. In the fall of 2020, SSF launched “Säkerhetskollen” (the Security Check), an online service to guide people in protecting themselves against online fraud with safety checks, warnings and information on ongoing trends.
In the launch of Säkerhetskollen, SSF needed extensive reach to the right target audience.
SSF’s goal with the campaign was to increase awareness for Säkerhetskollen and drive traffic to säkerhetskollen.se. They also wanted to position themselves, not only toward physical crime but also online security.
The campaign was pushed in multiple channels, mainly, OOH, print and digital channels. Digital channels that were used included Facebook, Instagram and programmatic display advertising.
“We wanted to reach the public with a clear message as cost-efficiently as possible. Match2One helped us in creating a strategy and a plan to reach our diverse target audience. They helped us manage our budget and target the right websites and customer segments. Even before our launch, the team at Match2One gave us insightful reports and CPM forecasts for each region in Sweden – including the most relevant websites for our campaign. Based on the reports, we had a clear picture of how the programmatic channel would assist in a 360 campaign”, says Natalie Forslind, Growth Marketer at SSF.
From that point on, Match2One managed all campaign setup, programmatic strategy and optimisation. When the planned campaign ended after a few months, SSF were keen on launching new campaigns.
“Match2One has rock-solid information on which websites ads were shown and what the impressions resulted in. I was briefed weekly about our reach and results, which all looked very good. The CPM was so low that the customer success team at Match2One recommended an increase to $1,5 to achieve higher contextual relevancy. The support I received during the campaign was invaluable”, says Natalie.
The result of the campaign was an impressive 19,2 million impressions on relevant websites.
”Working with Match2One’s platform is a breeze. It’s easy to use with a clean design and great UI. It’s refreshing to work with a simple platform compared to, for example, Google Ads, which is a mess design-wise and complex to understand. After this experience, we will definitely continue working with programmatic advertising.”