Overview
NEST New York began working with Keynes Digital to help encourage existing website visitors and previous customers to purchase on-site through Display Retargeting. Happy with their initial results with lower-funnel initiatives, NEST was interested in ramping up their growth with Keynes during their holiday season.
NEST chose Connected TV to reach and drive new qualified visitors to the site to support their Festive campaign.
In a pilot phase with a previous Connected TV partner, NEST found it challenging to drive new website visitors cost-effectively because of their audience targeting limitations. Through a test-and-learn strategy, utilizing Keynes’ wide range of tactics, cross-device user level tracking, and the brand’s CRM lists, Keynes identified and reached target audiences that improved campaign costs.
The Results
64%
in New Users
91%
in Revenue
Solution
Leveraged NEST New York’s First-Party Data to Drive New Users to Site
Using a first-party pixel on NEST’s website, Keynes tracked user behavior, such as browsing history, product views, and purchases. Keynes created custom audiences based on NEST’s existing customers and used this data to build AI lookalike audiences, targeting users most likely to be interested in their products.Keynes also used the CRM lists to help create lookalike segments. NEST identified and segmented these users into different groups based on their engagement with the brand. These were built based on factors such as the time of purchase, the category of products purchased and included segments like past Holiday purchasers.
Targeted Users Based on Online Search Behaviors
Keynes recommended targeting users searching for content online that was relevant to NEST products. The teams worked together to create a diverse list of keywords and categories most relevant to their brand. Lists included keywords such as “fall candles”, “candle gift set”, and “reed diffusers.” This targeting method served video ads to users browsing contextually relevant content across the web.
Created Bespoke Interest and Affinity-Based Audiences
Keynes’ partnerships with 230 leading global audience providers gives them access to a wide selection of demographic, behavioral, and interest-based data. Keynes used the learnings from initial targeting with segments within categories like luxury, travel, and holiday sale shopping to create different personas. Keynes then focused investment on individual segments that comprised NEST’s ideal prospective customers.
Keynes also incorporated Gifting Audiences leading up to key holiday shipping cutoff dates to not only target potential customers looking to purchase for themselves but also those likely in-market to purchase for friends and family.
Tested a Variety of Creative Messages
NEST had a variety of video and display assets available for testing. Each had a unique product feature, a collection of their bestselling seasonal home fragrances, and compelling incentives for consumers, like discount offers for first-time purchasers. The CTV campaign featured a combination of :15 sec and :30 sec ads to increase reach. With similar concepts running across other media campaigns, the objective was to create a unified marketing approach and help inform what combination of product and incentive performed best for this high-impact channel.
Conclusion
NEST saw substantial growth across metrics after adding Keynes to their media mix. While CTV may seem like a costly channel, when looking at the program holistically (Video + Display), it is comparable to and often more affordable on an impression basis than paid social channels for NEST.
Bidding programmatically vs. direct buys with specific networks continues to be the most cost-effective approach for NEST when it comes to CTV ad buying.
Keynes’ strategic Connected TV planning and audience optimization outperformed all of NEST’s key metrics quarter-over-quarter and successfully proved Connected TV to be a powerful channel for their brand.
