The campaign that ROA(R)S Loudly

CLIENT
Public
CHANNELS
Digital, Social
FORESTVIEW ROLE
Creative, Production, Post-Production
PROJECT TIMELINE
10 Weeks
THE GOAL

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 it’s e-shop every year?

Can it grow online sales, with a minimum x8 ROAS, in a way that is truly scalable;

THE STRATEGY

We wanted to leverage the stong brand awareness that Public enjoys, either as a result of offline advertising, or as a bi-product of the huge foot traffic. Our course of action was crystal clear.

THE WAY

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 our target audience, serve the right message to nudge them along and measure / optimize our effectiveness within the consumer journey as a whole.

<p>Digital Media, creative materials and real-time data analytics were incorporated seamlessly, using Artificial Intelligence to orchestrate and measure all communications.</p>

Audience Segmentation

We’ve created 57 custom audiences within Google Analytics, which are updated and expanded upon constantly, in accordance with the commercial strategy of each product category.

THESE ARE THE FOUNDATION FOR:

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:

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
THE RESULTS

Within the first 12 months:

+61.53% Over Value from Returning Visotors x67 ROAS. On total sales
+61.53% Over Value from Returning Visotors x67 ROAS. On total sales

We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.

Learn More