Campanie
General Information:
Strategic approach:
| Strategic approach: |
SAMEDAY, traditionally known for handling deliveries from online orders, introduced a disruptive C2C service, allowing individuals to send packages to each other directly through easyboxes. The challenge was to establish this new market category in a landscape dominated by the existing home pickup and delivery model. Adding to the complexity, C2C users do not exhibit a distinct or predictable online behavior pattern, making it difficult to identify a specific targeting that can differentiate them from B2C users. The circular economy market in Romania is growing so the demand for C2C package deliveries is also growing. This is an opportunity for establishing and growing the new market category SAMEDAY introduced. In paid online media platforms we can target users based on the searches they make (in Google Search) or interests & behaviors (in the other campaign types and networks) and none of them offer a differentiation of the C2C from the B2C target for the delivery market audience. Thus, we turned to the AI and trained it, through a data driven approach, to find the users interested in C2C deliveries at the moment they need this type of service. To achieve this, we provided the algorithm with relevant data at every level. This enabled it to identify a subset of C2C users, distinguish them from B2C users, and, by comparing them with existing user data, pinpoint additional C2C users to complete the audience so each time an ad could be shown, the AI would know if it was a C2C or B2C user. With the data we provided and the data it already had about each user, it successfully identified the C2C audience leading to a constant growth in sales. Moreover, as the platforms offer us less and less control over targeting we have to start preparing for the moment when we will have no control left over targeting an audience. The trend is for a campaign to use an audience as a signal in order to find similar users, but it will not show ads only to the audiences we set. Thus, we brought targeting to the next level: instead of interests and behavior targeting (that used to be available in the past) we innovated by starting to build creative targeting. |
Execution:
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