Retail – National Retailer
Overview
Client
National Retailer delivering quality outdoor merchandise online and in-store
Campaign Length
12 Months
Geography
15 DMAs with separate budgets & delivery expectations
Total Investment
$1,662,248
Objectives
Increase brand awareness, provide quality site traffic, drive purchases online & in-store
Products Utilized
Programmatic Display, Streaming TV, Search Engine Marketing (SEM), Local Intent
Results
$13.6MM+
eCommerce sales became the primary focus due to pandemic restrictions on in-store shopping
8/1
Gross return on advertising spend (ROAS) reached 8/1, or a 29% increase
73,600+
Deeper insights were gathered for all product lines from nearly 74,000 orders incurred during the campaign length, i.e. seasonality trends, campaign optimizations, top-performing creatives, and overall audience engagement (click vs conversions)
20,000
The client dedicated additional dollars to streaming TV to increase their share-of-voice within specific markets. As a result, local intent conversions grew from 6,224 in month 8 to 13,706 in month 9. From month 10 to month 11, we saw 1,400 conversion increase. m
Strategy & Solutions
- With multiple promotions being purchased at any given time, aligning targeting with creative is crucial to delivering the right audience the right creative.
- Multiple creative formats are used to maximize performance and delivery:
- For Display, GIF and static ads were created for each promotion
- For Streaming TV, 15 and 30-second variations were developed
- Pixel placement has helped performance and return on investment (ROI):
- Site retargeting is enabled – a key targeting tactic that helped ensure web visitors who have shown interest in the client’s brand and products are being delivered to, helping keep them engaged and drive them further down the purchasing funnel.
- Conversion tracking is enabled – this client tracked the path to online sales purchases, which has helped provide additional insight and value beyond performance indicators that are associated with the primary goal of in-store sales.
