How we ran a programmatic advertising campaign to boost brand awareness and conversions
- Project type:
- Paid search
- Country/region:
- Europe
- Industry:
- Manufacturing
Results
55%
increase in target reach
34%
increase in conversions
22%
decrease in cost-per-acquisition
Challenge
Fellowes is one of the leading brands in the market, but it was relatively unknown.
It wanted to work with an agency partner that could help it to increase brand awareness, position Fellowes’ shredders as a tool to assist GDPR compliance, and improve conversion rates (i.e. initiate checkouts), all whilst achieving the lowest cost-per-acquisition possible.
This was an international project, targeting four European markets: the UK, France, Germany and Spain.
Solution
Webcertain used third-party data to identify and target people who were unaware of the Fellowes brand and are likely to require the use of a shredder.
We implemented programmatic display advertising alongside search campaigns to increase reach, primarily targeting professional sectors including finance, medical and legal.
Execution
- We launched a programmatic advertising campaign to achieve a high reach and raise brand awareness.
- We tested HTML5 animated banners alongside static banners to boost engagement.
- We used data supplied by third-party data partners to identify the target audience.
- We localised creatives and campaign assets to maximise performance and ad relevance in target markets.
- We leveraged the GDPR launch to promote the importance of disposing of sensitive documents securely using shredders.
- We monitored campaign performance and adjusted the bid strategy, focusing on placements that performed well to reduce the cost-per-acquisition.
Webcertain has done a great job in laying out the groundworks for this advertising campaign. Combining Fellowes knowledge with the ad proposal from Webcertain made sure we targeted the correct group with the correct message at the correct price. After the campaign, we had an intensive analysis session which will only help us for future ad campaigns. Webcertain has a great support team, who are easy to reach and very helpful in providing information!
Julia Dettler-Bates, European Marketing Communications Manager, Fellowes.