Full Service vs Self Service: CPG Rebrand

Full Service vs Self Service: CPG Rebrand

Full Service vs Self Service: CPG Rebrand 1707 851 Keynes Digital

154% Increase in Average Daily New Users

Overview

A CPG brand approached Keynes Digital to test new audiences against their current self service DSP. This brand asked Keynes Digital to help drive awareness of their full rebrand and encourage users to join their loyalty program. This brand is part of a well-known manufacturing company that generated over $46 million in revenue last year. With a massive loyal customer base purchasing their product exclusively in-store, they were looking to leverage digital media to introduce their brand to a new audience, and also encourage their existing users to enroll in their incentive-based loyalty program and download online coupons.

Head-to-Head Metrics

20X

More New Users than Self Serve DSP

57%

Users Driven by Keynes vs 2.9% Self Serve DSP

87%

Sessions were First-Time-Visits

154%

Average Daily New Users

Approach

Knowing their Audience

This brand provided a detailed outline of the new personas they were looking to target. Using this, Keynes sieved through hundreds of audience providers and thousands of audience taxonomies to create specific 3rd party target segments. We paired this with the data we had collected on their existing customers to balance reaching both audiences.

Layered Additional Geo-Targeting and Geo-Fencing Tactics

Keynes Digital used a list of the brand’s retail stores to target users based on each of their relative locations. We targeted users who have frequented these stores in the past and were within a 10-minute walking distance of them. Users within the radius were served ads incentivizing them to sign-up to receive online coupons before purchasing in-store.

Launched Display Retargeting to Drive Loyalty Members

In order to maintain their current customer base and drive sign-ups to their loyalty program, Keynes Digital launched a Display Retargeting campaign focused on retention. This allowed us to identify and segment the users who had been to the site but hadn’t yet signed up to become a loyalty member. We were also able to segment users who had signed up but hadn’t yet downloaded the coupon offerings. This allowed us to optimize each audience separately depending on the level of intent and engagement they expressed.

Conclusion

This campaign was a huge success in relaunching their brand. Within the first 30 days, Keynes Digital drove a 63.7% increase in New Users compared to their self serve DSP, and 87% of those sessions came from New-to-File customers. By leveraging an upper-funnel to low-funnel tactic, the advertiser found Keynes Digital’s services to drive a remarkable amount of incremental new visitors and customers at a cost-effective rate.