The campaign that ROA(R)S loudly!
How much better can a mega-brand hope to become, when it already has 4 million visitors in their physical stores and over 3 million sessions, originating from organic traffic sources, to its e-shop every year? Can it grow its online sales, with a minimum x8 ROAS, in a way that it's truly scalable;
Digital Media, creative materials and real-time data analytics were incorporated seamlessly, using Artificial Intelligence to orchestrate and measure all communications.
01 MEDIA
We implemented a cross-media approach through multiple channels (Google Search, Display, Facebook, Instagram, Native Content Discovery), enabling a diverse and constant communication with consumers throughout their purchase journey. By collecting and analyzing data signals from multiple sources, we can identify proximity-to-purchase for our target audience, serve the right message to nudge them along and measure / optimize our effectiveness within the consumer journey as a whole.
Audience Segmentation
We created 57 custom audiences within Google Analytics, which are updated and expanded upon constantly, in accordance with the commercial strategy of each product category.
15 Google Ads custom audience segments
5 Custom Native Content Discovery audiences
Are mirrored in 40 Facebook / Instagram
custom audiences & 40 Lookalike audiences
Segmentation is implemented according to:
- Purchase Value (Low – Mid – High)
- Purchase Repeatability
- Product Category (20 major product segments or sub-segments & 9 high commercial value brands across multiple product segments)
- Purchase Behavior (on-site & per Media platform)
- Stage of Funnel (searcher, clicker, visitor, cart abandoner, frequent shopper and others)
- Users - From Campaigns (Facebook, Google, Native)
- Combinations of the above
Within the first 12 months: