Overview
A consumer packaged goods (CPG) brand prompted Keynes to test Display Prospecting and Retargeting against their current top 5 global ad agency. This brand sells in convenience stores nationwide and has an established online direct-to-consumer offering. Their team was seeing a reasonable ROI from their current agency partner but thought their marketing budget could go further. Internally, their team needed expertise in anything digital to help grow their business and bring on industry-thought-leading partners.
Head-to-Head Metrics
1.6x
Overall Revenue
118%
Average Spend Per Customer
Approach
Identified and Targeted the Right Audience
We leveraged our first-party pixel data for 2 reasons. 1) For Retargeting. By building segmented audiences based on their current site visitors, we were able to target their highest intent users, who are not current customers. 2) For Prospecting. By building and buying the most accurate third-party data. From custom Lookalike (LAL) audiences to music festival goers, we were able to build a full persona of high valued audiences.
Geo Farming Audiences
We worked with a leading location data provider to create specific geo-farming segments. We targeted users who have previously visited relevant retail and event locations to convert them from in-store shoppers to DTC online shoppers.
Human-Machine Optimization Tactics
With a human-machine approach, we allowed our system to optimize in real time while we used our learnings to make adjustments as needed. This combined approach enabled us to hit performance targets faster while adding audiences that Artificial Intelligence might not find.
Conclusion
Due to our strategic planning and activation, this client has since turned off their previous Display partner and is partnering with Keynes for programmatic. While assuming the budget from their previous partner, they have increased their overall revenue and tripled their levels of investment for the channel. Given the successes seen with Keynes’ display campaigns, our client expanded in Connected TV to continue to drive incremental revenue for their brand.
