How monday.com Aimed to Prolong the Momentum of its First Super Bowl Ad with a $205K Digital Investment

Key Takeaways

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In February 2022, monday.com aired its first Super Bowl ad and launched a 360 digital campaign to prolong the momentum:

Channels

• 35% of February’s digital ad budget was allocated to support Super Bowl ads via digital channels.
• Half of the budget was invested in Facebook ($64K) and YouTube ($61K).
• The rest of the $205K budget was spent on Instagram ($43K), Display Video ($27K), and Twitter ($10K) ads.

Formats

• monday.com created a 30-second ad around the idea of how technology allows people to “work without limits” 
• All digital ads supporting the campaign were video ads ranging in duration between 15 to 60 seconds.

Web Traffic and App Downloads

• In February 2022, monday.com saw 7.4M visits to its website, which is 200K more than its monthly average.
• Average traffic (March ‘22 – April ‘22) grew by 22% vs. average traffic before February 2022 (May ‘21 – January ‘22)
• monday.com saw its lowest number of Android app downloads in February 2022 (9K) since the beginning of 2022, however, in April 2022 the metric grew up to 14K downloads.

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In February 2022, monday.com ran its first Super Bowl ad. The brand ran a 30-sec video reaching about 30M viewers across the country’s 19 largest markets (source). monday.com supported the Super Bowl spot with a holistic campaign that included pre-game teasers on social media, post-game ads, and OOH placements. This case study looks into the effect the ad had on monday.com’s web traffic and app performance. 

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monday.com saw the highest digital ad spend in February 2022 ($1.8M), the month the company first aired its Super Bowl ad, which was 63% higher than their average monthly spend of $1.1M per month.

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54% of February’s total spend was invested in paid search ads, followed by Facebook (17%), and YouTube (13%).

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Looking at channel spending from January 2022 to February 2022, Instagram and YouTube saw the highest increases (Twitter was excluded due to the low spending). monday.com invested 162K (+316% vs. Jan. 2022) in Instagram ads and $230K (+220%) in YouTube ads.

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In February 2022, 35% of all digital ad budget was invested in supporting the Super Bowl “Work Without Limits” campaign.

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monday.com launched video teasers on YouTube, Instagram, and Facebook clearly marking the videos as “monday.com’s Big Game ad teasers”. The first teaser was launched on February 3rd, ten days before the game. Some of the “Work Without Limits” ads are still running as of June 1st, 2022.

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The company invested half of its $205K budget for the “Work Without Limits” campaign into Facebook ($64K) and YouTube ($61K), followed by Instagram ($43K). All $27K allocated for display video ads were invested in running ads on yahoo.com

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All of monday.com’s Super Bowl campaign ads were video ads, ranging between 15 seconds and 1 minute in duration.

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monday.com saw 7.4M visits to its website in February, which is slightly higher than its monthly average of 7.2M visits.

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Looking into the average web traffic before and after the Super Bowl ad, the average has increased by 22%, from 6.9M visits before February 2022 to 8.4M average monthly visits in March and April 2022. 

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Zooming into daily web traffic for February 2022, there weren’t any noticeable immediate spikes in neither total traffic nor unique visits.

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In February 2022, monday.com's Android app was downloaded 9K times, which is the lowest number of times in 2022. In April 2022, monday.com saw its highest number of downloads since May 2022, when the Android app was downloaded 13K times. 

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In March and April 2022, the company saw an increase in the number of monthly active users on its Android app (39K and 41K respectively).

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Looking into unique web visits and Android app installs, monday.com saw the highest increase in both metrics in January 2022. While unique web visits kept rising throughout the year, unique installs dropped in February and slightly recovered by April.

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monday.com saw more traffic coming from social channels (+7%) and display ads (+60%) in February 2022 compared to the previous month.

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All other brands in the competitive set saw a decline in web traffic from January 2022 to February and stable traffic coming into March and April 2022.

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All other brands in the competitive set saw a decline in web traffic from January 2022 to February and stable traffic coming into March and April 2022.

Ad spend includes Facebook, Instagram (USA only), Twitter (USA only), Display, YouTube and Search (desktop only).

Spend is a directional approximation and does not include retargeting, or behavioural targeting.