Using a two phase approach to minimise risk
When launching new activity, our aim is to always minimise the risk by testing the suitability of the channel for the audience and the client.
In this case, we split the campaign into two phases. Only if the first phase proved to be successful would we then move towards an always on approach.
The first phase aimed to build awareness through display activity in the lead up to Black Friday. Teasing an offer in the build-up to the event was the ideal way to place the brand in front of the new audience while getting them excited about making a purchase.
The results for this test campaign were highly encouraging, with a 7:1 ROI and a Cost Per Acquisition which was deemed extremely positive by the client.
Following the successful completion of the campaign, the next step for us was to set about achieving long-term commercial goals with programmatic display.
This took the form of an always on campaign that, through intelligent prospecting and a solid foundation of remarketing, is helping the brand to establish a strong digital presence in what is a highly competitive market.
A 7:1 ROI and a Cost Per Acquisition which was deemed extremely positive by the client.
Impressive results from an ongoing campaign
To date, the current prospecting and retargeting activity is running efficiently and achieving fantastic results, particularly in the UK where it is having the biggest impact, which is most likely due to the greater inventory numbers of programmatic in the UK.
The client has been impressed with the results from both campaigns and is now thinking of other ways they can leverage display advertising within their digital marketing mix in the future.