Hyper-Local Flu Season Audience Segments Exceed KPIs by 75%+
Case Type: Managed Services Media Trading and Ad Operations on behalf of a Marketer
Partner Type: A leading, independent global pharmaceutical company that produces and sells a successful probiotic product to prevent the growth of harmful bacteria
Challenge: The marketer wanted to increase awareness of their probiotic product, educate shoppers on its benefits and drive traffic to their website during flu season based on local weather conditions and forecasts to meet defined click-through and campaign viewability KPIs.
Solution: iSOCRATES Managed Services delivered end-to-end display creative development through programmatic
planning, campaign management, optimization and reporting and analytics.
Approach: iSOCRATES worked closely with the client-partner to review campaign details including the marketing objective, paid-digital budget and KPIs of .1% click-through (CTR) and 40% viewability. iSOCRATES developed a programmatic display media plan with the goal of driving awareness and sales of the product via retailers CVS and Walgreens.
Weather trigger segments sourced from ‘The Weather Channel’ were used to target consumers during flu season. Weather trigger segments (weather targeting) is the practice of delivering messages to consumers based on local temperatures or weather conditions leveraging real-time forecast data.
The approved paid display campaign plan was to deliver 5.8MM impressions split evenly across the two drug store retailers.
After campaign launch, the iSOCRATES team analyzed the performance data, and developed and executed optimization strategies to meet the agreed upon CTR and Viewability KPIs. The CTR optimization strategy centered on increasing the inventory bid price keeping within the target price range and establishing an inventory exclusion list to remove non-performing web-sites.
Results: iSOCRATES exceeded both KPIs by 75%+ delivering a campaign CTR of .2% against a goal of .1%, and 70% Viewability versus a 40% target. Overall, the campaign drove product awareness with 52% unique target audience reach and helped generate sales at CVS and Walgreens.
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