Case Study: How to Increase Accountability and Success for Last-Click Conversions

retargeting campaign

WHO

Our client is a leader in the housewares industry that creates and sells kitchen and home appliance tools and accessories globally. A high-profile brand with a legacy dating back to the 1800s, they were looking to sync their digital marketing initiatives with the change in user demographics.

SITUATION

Historically, the client’s marketing strategy had relied on traditional methods of brand exposure, via in-store promotion and presentation (alongside other brands), as well as print advertising. But, in the advent of the digital boom and heavy cross-device use on both mobile and desktop, it became clear that the client needed to take advantage of different digital technologies and campaign tactics to put their brand in front of the right users. With the holiday shopping season upon them, they needed more direct brand exposure— and more relevant engagement with new audiences.

OBJECTIVE

The client came to Katana looking to leverage a more robust marketing program in the digital space; one that would increase brand awareness within their target market, and boost in-store sales during the holiday shopping season. Our goal: to help the client target better audiences, and serve them a range of highly-targeted digital ads that not only exposed new users to the brand but also measured which user demographics we were engaging and how often. We also sought to measure actions and sales impact based on a variety of audience behavior and triggers— how many users that saw our ads actually acted on them?

KATANA’S SOLUTION

After reviewing potential in various digital advertising and programmatic media approaches, Katana recommended running a native advertising campaign that used a diversified media mix, made up of rich media elements and native components, to dramatically increase reach and engagement. We analyzed their customer database and identified key demographics which we used to build a highly customized targeted advertising program.

In order to increase the effectiveness of our ads, we analyzed the client’s current audience.  In order to support the goal of capturing new customers, we utilized the captured cookie pool from site visitors and email addresses from the customer database in order to build an exemption pool of audiences. Once all these targeting elements were in place, the key to execution was to create a more holistic frequency/exposure model of users that spanned across multiple channels. We integrated a highly user-focused approach, in an attempt to not overload users with the same ad content across channels. By tracking the uniqueness and frequency of individual users, we were able to capture their attention and more effectively encourage conversions.

RESULTS

The ads we ran for the client yielded meaningful improvement in both site visits and new users during 2016. Site sessions increased by 486% — from 10k yearly visits to just under 60k by year’s end. Use of contextual advertising, such as ads placed alongside native cooking content, led to an increase in new users, with an increase of 554%. And most importantly, they saw a 13% increase in conversion rates during the holiday season. With a diverse and highly-targeted media mix, we were able to place the client’s brand in front of users who were not only new but more likely to convert.