Dune London - Brand Communications Guidelines

DIGITAL MARKETING • DIGITAL ADVERTISING & PR

Paid Social Social advertising includes boosts or ad campaigns e.g. carousels, canvas and video ads, and can be applied to posts or stories. Best practice principles include • Paid social is useful for building awareness and consideration, so key success metrics include impressions, engagement rate and CPM. • Always have a CTA that links to an online brand page or social page. E.g. Learn more, Shop now or Follow. • All brand creative can be used, including campaigns, content and promotional graphics. Local content cannot be used unless agreed otherwise with Dune Marketing. • Test different images/gifs/video and optimise accordingly.

Display Digital display delivers brand advertising to a target audience through a network of online websites. E.g. Google Display Network (GDN) , YouTube or key publications. There are various formats including banners, takeovers or video. Best practice principles include: • Digital display is useful for creating demand by driving more traffic to a website, so key success metrics include impressions, CTR and CPM. • Always have a CTA that links to an online brand page or social page. • All brand creative can be used, including campaigns, content and promotional graphics. Local content cannot be used unless agreed otherwise with Dune Marketing. • Test different images/gifs/video and optimise accordingly.

131