0
of Q1 media campaign impressions (13M) are over-targeted
0
decrease of over-targeted impressions on DBM from April to May
0
campaign CPA decrease in overall campaign CPA from April to May
0
lower CPA for popular model DMP retargeting segments
Challenge
A large auto motors manufacturer continues to enjoy year-on-year growth through the development of highly efficient, affordably priced new gasoline and electric powered automobiles.
With the advancement of audience technology platforms, brands are increasingly looking to run a business-driven audience strategy, have the technical knowledge of the platforms combined with a data-driven mindset to activate the data itself.
The challenge that the auto motors manufacturer faced was to connect customer experiences with business outcomes in an increasingly complex technology and data driven landscape. We found that audience strategy is the golden thread that binds everything together.
As such, the manufacturer and Merkle identified audience strategies based on the manufacturer's 3-step customer experience in order to connect customer experiences with business goals: near market, in-market, and owner relationships.
Solution
The auto motors manufacturer and Merkle used audience strategies to connect customer needs and business needs. We selected a seed audience for effective prospecting expansion and built the prospecting lookalike models based on this selected audience. These lookalike cookies allowed us to identify potential clients that mirror similar behavior as our existing customers, and third-party data helps find those who are in the market for a car.
We turned a generic acquisition targeting strategy into an accurate and holistic segmentation by leveraging the SF Audience Studio (DMP) across three use cases: suppression, frequency capping, and analytics. By combining third-party data with first-party manufacturer owner data we were then able to target them with relevant messages via cross-channels, digital channels, display, search, social, website etc.
Results
- 17% of Q1 media campaign impressions (13M) are over-targeted
- 72% decrease of over-targeted impressions on DBM from April to May
- 75% campaign CPA decrease in overall campaign CPA from April to May
- 10X lower CPA for popular model DMP retargeting segments
- 10.3X higher conversion rate comparing with site retargeting segments for crossover vehicle
Gleam Futures: Intel
#MoreThan: The Mobile Go-Getter Campaign
Mitchell: Freshpet
Evaluating the landscape and nationwide recommendations to social distance, we discovered one simple truth remained: the desire for people to feel connected.
Mitchell: Mattel
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour.
Character - Mix Branding Case Study
For a platform that celebrates creativity and curiosity, Character created an identity system that was just as expressive. It features several components that twist, weave, and blend into someth...
Isobar: Mondelez
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank's Neighbourhoods
Activating empty assets with Sberbank's Neighbourhoods campaign using data-driven digital communication.
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
GoalKeepers17: Rallying around Global Goals
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support th...
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Isobar: Chevrolet
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
iProspect: Eurostar
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
360i: New Orleans Tourism
New Orleans Tourism set out to prove it, and to attract visitors to the city, by partnering with Spotify to bring the city's sound to life.
Merkle: Media Organization within a retailer
This leading brand sought to build a media organization with Merkle as their agency partner, with the eventual goal of in-housing the team.