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

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