Campaign - Fitness Cycle

Problem

To set up multi device campaigns targeting fitness enthusiasts and selling them fitness static cycles and also a subscription for the fitness program associated with it.

Challenges

  • Identify audience segments
  • Identify and create a whitelist of sites and apps
  • Targeting converted customers to sell subscription plans
  • Maintain a CPA of 15:1

Tools

  • Google Adwords

  • AppNexus

  • InMobi

  • BlueKai

  • HTML 5

  • JavaScript

Result

  • Created multiple interlinked audience segments using BlueKai targeting fitness enthusiasts within a age group and income category
  • Created multiple whitelist based on category of sites like fitness, fitness equipment, exercise, personal trainer as keywords
  • Multiple creatives for selling the static cycle and subscription was created
  • Setup campaign in Adwords for display and video
  • Setup campaign in AppNexus for display
  • Setup campaign in InMobi for mobile
  • Created multiple javascript to track conversions, cart load and cart abandonment
  • Used these scripts to target users for higher conversion yield and to sell subscriptions
  • Campaign performance audited on a daily basis for making corrections to whitelist and making bid and budget changes based on hour of the day and day of the week
  • Maintained a CPA of 17:1 through the campaign period