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Digital ad campaigns which rely on cookies for ad targeting can often produce misleading results, wasted impressions and missed conversions. For the launch of MAC’s new eye shadow line, the cosmetics brand used Facebook’s Atlas tool for people based marketing to improve ad targeting.

Case study summary

• MAC cosmetics used Facebook’s Atlas tool to identify ad impressions which were not being targeted at its key audience
• By using people based targeting compared to cookies, MAC ensured that its ads were viewed by its target audience
• MAC saw a 16% increase in conversions from using people based targeting

Challenge

MAC cosmetics worked with digital agency NetBooster to generate awareness for the launch of a new eye shadow line and drive ecommerce sales. The target market for the campaign was females aged 18-24 (primary) and 25-44 (secondary). The results from previous campaigns using cookies showed that 18% of the ad spend had been spent on wasted impressions and some conversions had been “lost in attribution” due to cross-device behaviour. To reduce ad spend wastage, NetBooster wanted to see media demographic insights to compare people and cookies.

NetBooster used Atlas, people based delivery analytics to quantify the demographic receiving the targeted ads.

What is Atlas?

Solution

By using Atlas, NetBooster found that in previous campaigns one third of campaign impressions were men when the ads had been targeted at women. The money that had previously been spent on off target advertising could be invested on higher performing channels for the new campaign.

By using people based ad targeting, MAC could identify the top publishers and platforms to place their master heads, classic display ads and ad blogs. MAC discovered that niche publishers such as a fashion periodical delivered 43% of its impressions to the key demographic of women aged 18-34 resulting in a higher ROI than other publishers.

Results

In the comparison of people vs. cookies, people-based ad targeting identified 16% more conversions than cookie-based, demonstrating the value of mobile data and measuring the actions of real people across devices. Cookies were also found to overstate the campaign’s reach by 9%, while also understating ad frequency by 10%.

By using people based targeting through Facebook’s Atlas, MAC had more success in targeting its ads at the right audience.

Heineken used PageSkin Plus to promote their Cities of the World campaign in Hong Kong. This case study looks at how the beer brand achieved 75.98 second average PageSkin dwell time with a smart page takeover ad.

Case study summary

• Beer brand promotes adventure in global campaign
• Local Hong Kong display ads use smart page takeovers
• High engagement with 75% completion rate of the TVC

The challenge

The beer brand wanted to inspire men to live worldly, new adventures by unlocking the secrets of their cities. To target users in Hong Kong, they used a special online display ad take over in partbnership with InSkin Media.

The solution

The fully integrated global campaign, ‘Cities of the World’, included a 2 minute TV commercial online ads and special edition Heineken bottles.

The online campaign aimed to inspire men to live worldly, new adventures by unlocking the secrets of their cities, so the combination of InSkin Media’s portfolio of high-end men’s lifestyle sites, the premium in-house production, and high-impact format, incorporating the campaign video, product shots, campaign messaging and call-to-action, was perfect.

The results

• 0.44% CTR
• 75.98 second average PageSkin dwell time
• Total dwell time of 7,534 hours
• 75% completion rate of the TVC

Laneige promoted their new Collegen Drink in Hong Kong with an animated PageSkin creative. The campaign delivered 90% brand recall.

Case study summary

• New collagen health drink needed strong online reach
• Brand used page take over ads on select sites for high impact
• Achieved 90% recalled the brand, in comparison to an industry benchmark of 54%

The challenge

Collagen drinks are growing in popularity, developed to help restore plumpness, bounce and suppleness to ageing faces. Beauty brand Laneige formulated a new collagen drink for easy absorption by the body to help give brighter and more well-hydrated skin. To promote the new product online, Laneige turned to InSkin Media to run display ads across select websites.

The solution

Laneige promoted their new Collagen Drink with an animated PageSkin, the campaign messaging and product imagery clearly viewable in the header and scrolling sidebars.

The PageSkin creative wrapped around entire web pages in a takeover style, enabling the Laneige to ‘skin’ multiple high-traffic web pages with a single booking.

The results

• 90% recalled the brand, in comparison to an industry benchmark of 54%
• 74% claimed they had a more positive opinion of the advertiser, in comparison to industry benchmark of 19%, proving that choosing the right format is key to delivering your advertiser brand message
• 68% claimed they were more likely to purchase the product after seeing the Pageskin Plus, in comparison to industry benchmark of 20%
• 0.81% CTR and 74 seconds average dwell time per impression – genuine considered clicks

Target developed an app with a 3D animated game-like experience letting kids build wish lists and send them to Santa. This case study looks at how the US retail giant generated nearly 75,000 downloads.

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Case study summary

• Target creates 3D gaming app that lets kids compile Christmas wish lists
• ‘Dual function app’ also has adult friendly ecommerce platform aimed at ‘millennial mums’
• 75,000 downloads of the app, over 100,000 wish lists were created, as well as 9,200 new Target.com accounts.
• The average wish list was comprised of about 30 items and had an average value of $1,500

The challenge

Target wanted to enhance its Holiday Kids Gifting print catalogue and upgrade the tradition of wish-list making to create a multichannel wish list experience for moms and kids.

The overall campaign goal was to make Target and Target.com the preferred holiday destinations over competitors such as Toys ‘R’ Us and Amazon.com.

The solution

The brand developed an app with a 3D animated game-like experience in which kids could build wish lists and send completed lists to Santa.

Meanwhile, Mothers could access wish lists and share them with relatives, and the list would automatically adjust when relatives bought toys, much like a wedding or baby shower registry.

The app also had an augmented reality function for in-store wish-list making.

The Target audience for this campaign involved two groups: mothers and kids.

The brand focused on “Millennial Moms,” who were not defined strictly as Millennials but as digitally-connected Mums with children in the preschool to tween groups.

The experience would leverage Target Registries technology so that lists could be shared in-store and online, and also update automatically as items were purchased, in the same way that a wedding or baby shower registry would work.

The solution was a dual mobile app experience, half of it a fun and engaging list-making game for kids and the other half a clean, simple interface where mothers could organize, edit, and share the lists.

In the game experience, kids were invited to visit the Target Toy Factory with Bullseye, Target’s holiday mascot, which featured 3D-animated rooms, avatar characters, drag-and-drop wish list creation, a letter to Santa, and even an augmented reality experience launched by the Target Holiday Kids Gifting catalogue.

Once lists were created, parents had secure access to their kids’ lists that allowed them view, edit, and share lists with friends and family. And, since the wish list was backed by Target Registry functionality, lists were also searchable in-store and on Target.com, and gift purchases could be removed from the master list throughout the holiday season.

The Target Wish List app was promoted through other channels of Target’s holiday marketing, primarily the Target Holiday Kids Gifting print piece, and through in-store promotion of the app, social media, special event promotion, and PR.

There were some adaptations made in real time throughout the holiday season to reflect the latest trending toys and update inventory and pricing, and to release Deal-of-the-Day and other money-saving promotions.

The app included an augmented reality experience, in which kids could scan pages of the Target Holiday Kids Gifting catalogue and add items from the page right onto a digital wish list.

The AR animation showed toys being “sucked” into the toy tube and into their Wish List Headquarters in the same way that toys in the digital factory were added to the list.

The AR experience also included a scan of the catalog cover, after which the child could see his/her avatar character come to life, and a special message with his/her name scrolling across the catalogue cover.

Results

Though the app was released in limited distribution for its initial launch, the data collected from users proved that it was a success.

Among nearly 75,000 downloads of the app, over 100,000 wish lists were created, as well as 9,200 new Target.com accounts.

Sixty-one percent of users used the app multiple times a week, including 31 percent who used the app multiple times per day, generating over a million page visits to Target.com via the app.

The average wish list was comprised of about 30 items and had an average value of $1,500.

Over the course of six weeks from app launch to the close of the holiday season, nearly 1.7 million total items were added to Target guest wish lists, for a total sales potential of $92.3 million.

 

When Colgate India discovered that 47% of the total population in India had never visited a dentist, they decided to launch a nationwide oral health awareness campaign – Oral Health Month. The programme offered free in-clinic dental check-ups, and to boost awareness Colgate launched the “Spreading a million smiles with a mobile” campaign.

Case study summary

• Colgate launched Oral Health Care month in India to tackle poor oral hygiene
• The “Spreading a Million Smiles with a Mobile” campaign resulted in 4.9 million free dental check-ups
• Colgate’s market share in India reached 55% of the total share in a competitive category

Challenge

Market research firm GfK Mode conducted a consumer study into oral health in India, which revealed that 47% of the total population in India had never visited a dentist, and that the 38% of people who had only did so when they had a serious dental problem. The study also concluded that 90 percent of respondents would take advantage of a free dental check-up if given the opportunity.

Colgate India decided to improve national oral health awareness with the aim of providing easier access to dental check-ups.

Solution

Oral Health Month was created by Colgate India in association with the Indian Dental Association to spread awareness of the importance of good oral hygiene through free dental check-ups.

The aim of Oral Health Month was to provide easier access to dental check-ups while also identifying and preventing oral health problems, such as cavities, before they became serious.

Oral Health Month provided free in-clinic dental check-ups in over 1,300 cities and towns all over India as well as in mobile vans which went to schools, housing societies and to remote areas.

Colgate India used mobile marketing, due to its popularity in India to raise awareness of the free, local check-ups and encouraged people to not only go for themselves but bring their entire families too.

A mobile number was promoted across mass-media touchpoints in India such as TV, print, and retail to provide information on the nearest free dental check-up centres. In order to receive more information, a consumer just had to give a missed call or send a text with a PIN code to the mobile number.

After giving a missed call, the caller received a call back from Colgate via an interactive voice response system (IVR) that requested that the caller take a “healthy mouth pledge” for their entire family. The caller was then asked to enter a PIN code, to receive a text with the details of the free dental check-up centres nearby.

Colgate also set up geo-targeted campaigns on Facebook in and around the areas where there were free dental check-up centres. Hyper-targeted ads appeared in the Facebook newsfeed of feature phone users. Colgate embedded the missed call functionality within the ad (with a click here to miss call button), so that consumers didn’t have to leave the Facebook environment.

Colgate used customized tagging layered with geo-targeting within Google Search on mobile.

This meant that when a consumer searched for a topic relating to Oral Health Month or dental check-ups, the address of the nearest free dental check-up centre appeared in the text ad at the top of the Google search results page on their mobile device.

For people in media-dark areas, Colgate used outbound voice calls which were linked to an IVR system.

Results

• The Spreading a Million Smiles with a Mobile campaign resulted in 4.9 million free dental check-ups
• Colgate’s market share in India reached 55% of the total share in a competitive category
• Colgate became the most trusted brand in India for the fourth consecutive year according to a survey by The Economics Times