Our campaign with STRYKK was all about thinking outside of the box and keeping STRYKK’s brand identity, whilst promoting a great cause; Movember. It was such a great campaign to be part of, and it’s not just us that thinks so… The Drum have shortlisted this campaign as a 2022 nominee! This blog post summarises our top three tips on how to successfully integrate paid search with a programmatic strategy:
1. Know your market
Alternative media channels were reviewed, including online media ads and influencers, to identify suitable candidates for cost-effective brand reach. We honed our search to explore programmatic options, targeting multiple audiences This included looking at those engaging with STRYKK’s competitors, fitness fans, and similar demographic types, supporting the requirement for delivering brand reach alongside targeting suitable audience segments.
2. Analyse that data!
We used PPC data to identify best-performing contextual targeting opportunities, coupled with limited audience segments (due to Google restrictions in this sector). We then used PPC data to validate the most effective creative formats (images, GIFs, infographics etc.). Shopify CMS data was used via our data intelligence partner, to build audiences segmented right down to past-purchase behaviour. We researched paid social lookalike audiences (LLAs) most likely to engage with non-alcoholic brands and non-alcoholic spirit brands. These included health and wellbeing, followers of Dry January and other key sobriety events. We targeted mocktail loving audiences for the N*T Vanilla Vodka launch, and LGBTQIA+ for Movember.
3. Who’s listening?
The campaign was all about maximising relevancy and being effective with the campaign budget to eliminate wastage. Our targeting focused on reaching more website users who were likely to convert to customers. Segmenting key audiences coupled with paid social learnings allowed us to create LLA campaigns for programmatic targeting. We used Dunhumby data to create online bespoke audience targeting segments. The data was drawn from offline campaigns, in-store purchases, customer loyalty information, postcodes and TV viewing preferences. We utilised Experian Mosaic Profile to promote and remarket the TV campaign, so delivering consistency of message across multiple platforms.
To find out more about how you can maximise the goldmine your e-commerce site is sat on, reduce budget wastage and join together your marketing channels for a clear campaign goal, get in touch with one of our consultants! And to find out if we win the award…. follow us on our socials!