An iconic American consumer product goods (CPG) company with a well-known, internationally sold product needed to increase the brand awareness of the versatility of their signature item.
While the product of this CPG company is well-known worldwide, most people only use it for one or two specific tasks. The company wanted to enlighten users about the product’s different capabilities, as well as increase general consumption amongst everyday users.
For a long time, the company’s digital marketing efforts relied on tactics that used contextual targeting to build product affinity. This means that they were showing ads in places related to the types of information that their core audience consumes— for example, targeting construction workers by serving ads on construction websites. While this was certainly helping them to continue connecting with their loyal audience, it was not helping to put them in front of new users.
After reviewing existing user data and past campaign results, Katana assessed that targeting users via keyword and context-specific approaches was highly limiting, especially when it comes to reach and message frequency. We needed to give them a better approach. To address the issue, our strategy involved two phases; 1) engaging loyal customers on new uses of the product via 1st party data; then 2) replicating these models to identify and educate new customers.
Our first goal was to educate targeted users about the expanded product uses. To do this, our approach initially centered on loyalists (users who frequently purchase the product, at a minimum of one product purchase per month), with an intention to educate loyal users about new or unexpected uses of the client’s tried-and-true product. We utilized several different tactics:
- We took advantage of 1st party data sets: We gathered email addresses from the company newsletter and Facebook sign-ups from their current social page. We also leveraged existing cookie targeting of people who have visited the client’s sites.
- We made strategic use of key data partnerships to identify frequent buyers of the products in key retail outlets, such as Home Depot: Once we identified these loyal buyers, we executed a successful cookie matching approach. This provided us with the ability to reach these individuals online.
These combined approaches gave us the ability to reach over 1 million audience members of frequent buying loyalists via banners and mobile and video ads.
Our loyalist campaign garnered a lot of meaningful engagement and boosted site visits— so from there, we built our lookalike demo targeting approach to the campaign. This allowed us to reach fresh audiences who shared similar qualities to our existing loyalist audience.
Based on the loyalist data, we generated two key lookalike profile segments:
- Commercial Product Users: individuals that use the products at their job site.
- Consumer Product Users: individuals who use the product as part of their hobbies or home improvement projects.
To execute the new look-alike campaign, we developed and launched high-frequency ads showcasing the product’s versatility. We employed an integrated approach, using Facebook, banners and video ads, all of which showcased the product’s versatility depending on a user’s needs. We were able to reach our targeted users on an average frequency of two times per day for a continuous eight-day average period. The key here was to have a validated single ad exposure per page and per site. This means that we eliminated serving redundant ads (i.e. serving a company’s ads on their own website).
Our advanced targeting strategies resulted in a huge engagement boost, both with existing and new audiences. New users to key website pages reached over 28,000 new unique views per week, up by over 1,200% from previous levels. We were also able to boost the client’s ad budget by over 200%.
With a focus on conversion rates that demonstrate product interest (i.e. newsletter signups, Facebook follows or location lookup), our campaigns produced a new CPA of $1.58, which was the lowest our client has ever seen. Our expertly targeted, highly specific messaging resulted in an extremely successful campaign that connected our client with both their loyal customers as well as new, highly relevant audiences on a national level, without dramatically increasing ad spend.