Campaign - Clothing Brand

Problem

A major California based clothing brand needed an effective way of sourcing new clients and at the same time targeting existing clientele who have not completed a purchase

Challenges

  • The brand had a inhouse team which was running campaigns in AdWords and didn't want our solution to use that inventory
  • The client counted conversions only if they are unique and google had first attribution
  • CPA was 10 : 1, Sale revenue needed to be 10 times of cost
  • Post View Conversions were valued at 1% of revenue value
  • Post Click Conversions were attributed 100% but had to be unique

Tools

  • AppNexus

  • The Trade Desk

  • JavaScript

  • HTML 5

Result

  • AppNexus and TradeDesk were selected to try and ensure that the campaign did not target the same inventory as AdWords
  • A javascript to exclude conversions that had already happened was used to ensure existing users who had converted were not targeted
  • Retargeting was done on these platforms and was able to achieve a 15:1 or better CPA
  • To source new clients a whitelist with sites targeting affluent people between 21 and 35 was created
  • Targeting was limited to this whitelist and exclusion script was used to make sure only new customers were targeted
  • A 3:1 CPA was achieved with this strategy