Campanie
JM
The product addresses a very narrowtarget audience (automatic dishwasher owners). This category has a penetration below 5%.
Hence, the challenge in communication for this campaign was to identify and target automatic dishwasher owners and then bring them lower in the purchase funnel.
The media objectives that we identified were:
1. Eliminate waste behind broad targeting that was usually used in communication and find a winning targeting approach considering the very small Target Audience
2. Build brand awareness among dishwasher owners
3. Drive traffic to eMag.ro to close the deal faster and more efficient.
Period of the campaign: July 1st – December 31st 2017.
Hence, the challenge in communication for this campaign was to identify and target automatic dishwasher owners and then bring them lower in the purchase funnel.
The media objectives that we identified were:
1. Eliminate waste behind broad targeting that was usually used in communication and find a winning targeting approach considering the very small Target Audience
2. Build brand awareness among dishwasher owners
3. Drive traffic to eMag.ro to close the deal faster and more efficient.
Period of the campaign: July 1st – December 31st 2017.
General Information:
Strategy:
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Our solution was precise targeting at scale. The solution we found for driving results was shifting from broad targeting (based on category users interests that were not very precise - i.e. interested in tech) to precisely identifying automatic dishwasher owners and then scaling communication. The campaign consisted of 2 pillars: 1. Build a precise audience group by communicating broadly and creating an audience out of the users who clicked to the website; users were tagged based on content they are interested in. 2. Scale up and retarget: create look a like audiences in Facebook and communicate both Awareness messages and ‘Buy It Now’ messages linked to e-retailer page, so we both drive awareness and sales. |
Execution:
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