Navigating Q4 complexity

Background

Verizon was seeking a team that was capable of managing multiple  objectives and targets with concentration during the Q4 period supporting multiple purchasing channels.

We worked closely with the different client teams to first identify the  goals & objectives and then segment campaign budgets to different audiences and sales channels. Once these were identified, we worked  to develop execution plans that assigned investment to the relevant channels, setup and validated the right tracking and KPI’s and tapped  into market data to provide targeted delivery.

Mission

Navigate the complex Q4 landscape for Verizon by designing and executing a highly customized, multi-channel advertising campaign that addresses diverse objectives and targets, supports multiple purchasing channels, and maximizes the efficiency of campaign budgets. Through close collaboration with client teams, we will employ data-driven insights and performance tracking to deliver targeted, impactful messaging that drives growth and exceeds expectations.

Results

The strongest combination of marketing channels.

Uncovering the True Impact

We collaborated with Verizon to setup data capture and offline sales measurement capabilities to better tie digital spend to a measurable return.

A full audit of historical media expenditure revealed heavy “cookie bombing” with low cost media delivered to drop a cookie on users and receive credit when users converted, regardless of the true influence of the media itself. To combat this, we adjusted media to be more focused on prospective audiences, measuring delivery against unique segments and tying sales performance to both media data as well as overall business lift to create a correlation between ROAS and actual business ROI.

Our Process

Stellar Performance Unleashed

Results showed that Facebook’s measurement and attribution capabilities combined with programmatic display’s digital KPIs had the  best ROI for the client.

The extreme success of these efforts saw major retail partner budgets shifted to us, the results of those campaigns were 3X  increase in YoY in-store sales for 2nd tier devices.

• Multiple regions shifted budgets to us as a result of our region’s performance
• Multiple major retail budgets were shifted to us as a result of performance
• Black Friday success