Case Study
Summer Retail
Primary Objective
The main objective of the Telkom Summer Retail campaign was to generate 8780 leads as well as deal purchases online for the seven package deals on offer between October 2015 and January 2016.
STRATEGY
We formulated a multi-layered programmatic strategy for MediaCom/Telkom. We planned to find the audience online using a programmatic prospecting approach and then refine the target audience as more data became available.
SECONDARY OBJECTIVE
We established an estimated cost per acquisition of R250 and the aim was to stay within that parameter.
EXECUTION
For each of the seven products that Telkom wanted to promote, we employed a multi-layered programmatic strategy.
01
Prospecting: This is where the banners are shown over a wide variety of sites and online properties in order to find a base audience.
02
Re-targeting: If a user clicked on a banner but did not convert, we retargeted them- showing them the banners at times when they were more likely to convert based on data from previous conversions.
03
Lookalike audience: By this stage, we had collected enough data to create what we call look-alike audiences. We used the online behavior/journey of consumers that had converted and then targeted users with the same or similar online behaviors.
04
Pinpoint Strategy: We were then able to refine the target audience even more clearly using a combination of the previous strategies and served the banner ads to them based on data garnered throughout the campaign’s lifespan.
05
Programmatic Video: We also implemented a programmatic video strategy to reach users that consume content much more easily than display or mobile, that way we reach users regardless of their preference in terms of browsing.
The numbers
The campaign reached over 140 million impressions, through the desktop display, mobile and video.
We yielded over 15 000 conversions, 6 259 of them being online purchases, which would be contract bound for 24 months and 9 056 sale leads.
We save the client R137,69 per acquisition, coming in at R113,31 instead of the estimated CPA (cost per acquisition) of R250.
THE CAMPAIGN OBJECTIVE HAD BEEN REACHED AND TELKOM HAD A HEALTHY ROI.
7 OCTOBER 2015 – 16 JANUARY 2016.
TELKOM GARNERED 15,315 CONVERSIONS DIRECTLY THROUGH THE EFFORTS OF MARK1.
R112.31
Cost Per Acquistion
551 121
Total Impressions
537 295
Video Starts
Video Results
250 561
Completed Views
Video Results
45,46%
View Through Rate
Video Results
148 530 924
Total Impressions
143 337
Total Engagements
9 056
Call Me Back Conversions
6 259
order Now Conversions
Other Recent Works
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