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

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