Brand Case Study

Client is a prominent online entertainment company

 
 

Client details

  • Client is a major international brand with over 5 million customers worldwide

  • Client online activity through their online domains and in-app purchases represents a significant share of their commercial monetization strategy

Client state prior to partnership

  • Client had seen the industry change over the years and with the emergence of new technologies and working processes, wanted a professional consultation to ensure they were maximizing their opportunities

  • Display activation was weighted towards retargeting visitors, with limited usage of programmatic prospecting to promote awareness and feed customer acquisition uplift

  • Social represented a significant share of the digital budget with Facebook, Twitter and SnapChat dominating the social marketing channel and produced the best performance.

  • Video was running on expensive publisher inventory, but limited by ad formats, media and creative options, and used demo targeting that was failing to achieve expected results.

The path to digital excellence

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Challenge

Client sought to understand where their operations needed improvements to achieve their business and marketing goals.

They decided that an expert outside perspective would give them the confidence to navigate the new landscape and wanted hands-on-support to help design and execute their marketing strategy.

The core focus was on how to get the most out of their existing digital media channels: Display, Paid Social and Online Video.

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Solution

Client had a well defined attribution set up through Google but changes in browser cookie tracking technology and other enhancements to their tech stack had forced a reevaluation.

Our team evaluated four key aspects of the client’s marketing: People, Technology, Attribution & Media, including how to employ agile creative messaging across each channel.

The team met with the client to conduct custom questionnaires, access their platforms to analyze performance results, evaluated internal business processes to streamline workflows and met with their technology vendors to ensure each platform and program was fit for their needs.

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Results

The team delivered four reports from each key aspect: People, Technology, Attribution, and Media, detailing the evaluation results along with optimizations to improve performance. The reports were a roadmap and contained a set of recommendations that were specifically designed to guide the client on how to improve results including:

  • Team organizational makeup and areas to streamline workflow and increase production output

  • Best practice to connect and optimize marketing campaigns across all digital channels

  • How to make the most from 1st party data segmentation to drive results

  • Utilizing the best of industry measurements to improve the cost effectiveness of media buying and campaign performance

  • How to use technology to build more responsive campaign models

  • 360 training of the operations and media management teams

 

Through the process, the client improved upon their digital independence across all areas and continues to engage with our team on a range of projects from tech installation, to advanced team training, to future ideation of marketing strategy.