Background

In the wake of the post-pandemic landscape, digital channels have emerged as the predominant model for customer engagement. Automated processes have proven instrumental in enhancing productivity, serving as a cornerstone for the development of flexible, transparent, and stable supply chains. Concurrently, remote working and collaboration have transitioned from novel concepts to the established norm across all sectors.

This paradigm shift has accelerated the need for digital access and literacy, particularly among tradesmen in emerging markets.

Recognising this evolving landscape, Bosch has assumed a pivotal role in shaping the transformation of the power tool industry. The BeConnected app, a flagship initiative by Bosch, stands as a comprehensive solution catering to the user ecosystem of Bosch tools and services. Tailored for both existing and potential professional power tool users, the app is designed with the overarching goal of simplifying work life in demanding environments, thereby fostering higher productivity and instilling peace of mind.

Challenge

Bosch faced a combination of challenges to overcome:

• Targeting a Niche Audience: Identifying skilled tradesmen within the digital landscape who are actively participating in content relevant to their professional dilemmas.
• Locating Relevant Audiences: Determining the optimal digital touchpoints to connect with these specific audiences.
• Encouraging Action: Ensuring that the messaging resonates with consumers' needs and aligns seamlessly within the appropriate digital environment, fostering a conducive atmosphere for desired actions.

Insight

Professional power tools users exhibit a notable shift in their approach to research and purchasing, aligning more closely with the behaviours of general consumers. Beyond merely seeking products, these users actively explore avenues for online training, delve into product reviews, inquire about existing product registrations and extensions, and express interest in loyalty programs, among other factors. Tradespeople dedicate an average of 3.6 hours daily to online activities, leveraging various resources for information and guidance, prominently including Google and social platforms such as Meta. Additionally, the browsing patterns observed are predominantly mobile-driven, with a notable preference for Android devices, particularly among emerging markets like India, Brazil, Philippines, Indonesia and Malaysia.

Strategy

Recognising the specialised nature of the target audience our team strategically opted for Meta and The Trade Desk as the chosen platforms for activation. Meta's prominence throughout both the active and passive phases of the consumer journey, coupled with its seamless user experience in accessing and downloading the BeConnected app, made it an ideal choice. Concurrently, The Trade Desk's capacity to construct custom audiences offered a highly focused approach. Leveraging its robust platform for audience segmentation and precise activation, we ensured that our campaign effectively connected with the distinct needs and interests of the tradespeople. Central to the campaign's success were four distinct audience strategies on The Trade Desk, each meticulously crafted and implemented to enhance reach, engagement, and impact.

1. Robust 3PD data: The Trade Desk's Third-Party Data (3PD) Marketplace has proven to be a pivotal element in our comprehensive approach, facilitating access to an extensive array of data from third-party providers such as data management platforms, survey companies, retailers, and offline data sources. This rich dataset has empowered precise targeting, effectively steering our initiatives in the optimal direction.

2. Custom audiences: We harnessed the capabilities of Eyeota and Oracle to construct customized audiences which were seamlessly pushed to TTD’s seat for targeting. All markets were available except for Brazil due to data privacy laws.

3. Contextual Targeting with Oracle: Addressing the challenges posed by custom audience targeting limitations in Brazil, we adopted an alternative approach by engaging Oracle for contextual targeting. This involved defining niche keywords to ensure ads were served to the intended audience. This not only served as a practical solution for the Brazilian market but also presented a valuable opportunity for testing and learning, comparing the performance of contextual targeting against Third-Party Data strategies.

4. Retargeting: The Key to App Downloads is recognising the significance of reminding and reinforcing engagement, we implemented a robust retargeting strategy. Precision was achieved by strategically placing pixels on key buttons and websites. This approach allowed us to retarget users who interacted with our ads and engaged with the "download app" button. The result was a persistent and personalized retargeting approach, enhancing the likelihood of app downloads.

Execution

The campaign was meticulously executed through a strategic blend of data driven targeting initiatives, precise media selection, and the smart utilisation of mobile-optimized creative assets, demonstrating a commitment to achieving impactful results.

TTD ensured the identification and effective engagement of target audiences, complemented by Meta's strategic activation for scalability across diverse markets thus achieving success within optimal environments.

For the optimal success of the campaign, we leveraged TTD’s expertise on data, partnerships and technology, while with Meta we strategically utilised a mix of their strengths in placements, audience behaviour insights, and market adoption.

TTD Audience Campaign Strategy: Our audience strategies were intricately designed in partnership with TTD and seamlessly integrated into the platform. Activation on TTD allowed us to customize our outreach with precision, establishing a targeted and meaningful connection with our intended audience. The strategic choice to incorporate native ads, encompassing both static and video creatives, aimed to drive page visits and app downloads. Chosen for their ability to capture attention and efficiently convey key messages, motivating users to explore further and take desired actions.

A key driver of our success was the integration of KOA, TTD's Artificial Intelligence (AI), which tirelessly operated in the background to optimize the campaign, ensuring alignment with our client's objectives throughout the flight. This dynamic AI system, functioning in real-time, harnessed data from across the internet to provide invaluable insights and recommendations. The collaborative synergy between human expertise and AI-driven insights empowered our team to make informed decisions, significantly contributing to the overall success of the campaign. The outcome is a benchmark-setting digital marketing campaign that not only meets but surpasses our client's objectives.

Results

The campaign was incredibly successful in generating quality downloads and traffic for Bosch Power Tools BeConnected app. Our results overdelivered planned benchmarks.

•The entire activation generated 13K app installs across 5 markets in 2 months.

•Overall, install rate was 4.13% at an overall $7.18 cost per install.

•4.6x higher volume of clicks showcasing resonance amongst the target group

•Additionally, the TTD leg of the activation delivered 40.9K page lands (⅓ of the traffic to the BeConnected App Install Webpage) which accounted for a huge proportion of the total traffic seen on the site (121.9K).

The Bosch Power Tool Division's campaign stands out not only for its remarkable quantitative accomplishments but also for its sophisticated grasp of audience dynamics. The key concern involved identifying and engaging the appropriate audience with precision. We successfully addressed this challenge by leveraging a combination of first-party data (1PD), third-party audience data (3PD), and advanced KOA AI technology from TTD. This enabled us to implement precise targeting filters, ensuring an effective and efficient outreach strategy for our campaign.