Personalised programmatic campaigns helped Afound increase CTR by 151 %
Afound needed a high quality, automated strategy to grow their customer base in Sweden. The creatives needed to have a higher relevance than those of their peers, tell the new brand’s story and be highly efficient to produce.
In June 2018 Afound was launched in partnership with Precis Digital. Afound is H&M group’s bet on the growing off-price market, offering select fashion and design pieces online and in their four Swedish stores. Customers and partners can give unsold goods a new chance through Afound. This approach opens up high fashion to more people and is more eco-friendly than traditional retail fashion. In order to beat their competitors, Afound’s strategy is to be smarter and more efficient in their digital marketing activities than their peers.
Results
CTR increase (actual CTR = 0.34 %)
A feed with tailored messages and product images was created for 41 audiences with over 200 creatives. This scale and relevancy would not be possible without a dynamic approach. Customers reacted to this increase in ad relevance by a whopping 151% increase in CTR.
Viewability increased (actual 64 %)
By combining micro-conversion CPA bidding and setting a viewability minimum of 50% lower than the observed viewability at the time, Precis increased the quality of ad servings and excluded inventory with low viewability that did not add value for Afound.
VT CPA
While buying impressions is not a goal per se, boosting site activity is. Moving from vCPM-bidding to micro-conversion CPA made more potential customers find their way to afound.com.
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Precis’ expertise in data-driven and agile marketing has been key for our successful launch of Afound. Precis has quickly integrated with our in-house marketing team and their knowledge within Google’s ecosystem has been immensely valuable in implementing our strategy. In this capacity, Precis has truly been of great value for Afound.
Success Factors
Tailored audiences
A granular mapping of interest groups for each major category was made. To be relevant in both the awareness and consideration phase of the customer journey, Precis used a combination of custom-made affinity & interest groups.
Innovative setup
By using the GMP-stack and implementing it with Bannerflow, Precis was able to create a brand-focused and scalable setup for the campaign. This made it possible to use relevant messaging, tailored to all 41 audiences. Our automated ad creation template made it both time and cost efficient to scale these 200+ ad variations.
Programmatic buying
Precis had to challenge the method of buying programmatically. After a deep analysis of automated bid options in DV360, CPA-bidding was chosen. We continuously evaluated and adjusted the strategy to beat the high goals that were set.