A global technology brand recently booked a one-month campaign with a budget of $20,000 US. Their objective was to drive awareness and reach to business professionals interested in IOT technology with a competitive completion rate and CTR.

Our first task was to find new customers. To achieve this we used broad Crimtan audience segments, including Business Decision makers as they would give the most reach. To narrow it down on more granular segments, we also included IOT related B2B segments we have access to via third party DMPs Bombora and Bluekai. 

We can use a supplied keyword list and or can build out a relevant custom keyword list for our clients. And for this campaign we focused specifically on micro-content – keywords related to the client’s products. We also built lookalike audience pools from pixels we implemented across the individual product pages on the client’s website, allowing us to be much more strategic with our lookalike approach. 

We then identified the particular behaviours exhibited by users who have viewed any of the pages/products, and then targeted additional Crimtan user pools whose behavioural make-ups match the page-level audiences we saw on the client’s site.

We used our best-in-market geo-targeting capabilities to focus on post codes and districts where the client’s businesses are located. And finally we targeted users who received invoices and receipts from particular vendors or products. For example, people who had received invoices and receipts from Apple, or people who had bought a laptop computer, etc.

What were the results?

The client was delighted with the results from this campaign. The average CTR of a UK market video ad is 0.16%, but we achieved a CTR of 0.82% – a 412% increase. We also saw a much higher completion rate (80.21%) compared to the UK market average (54.57%).

The US market also showed a higher CTR with 0.63%, compared to the average CTR of the US market (0.16%). The US generally showed a higher completion rate than the UK. The US benchmark for completion rate is 80%. Our 82% competition rate was higher than the market average. 

To find out what insights we learned from this campaign, and the segments and keywords we used, download the full case study below.

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Shoeaholics wanted to increase sales over the Black Friday period to drive an incremental ROI of 2:1. Their goal was to achieve a new customer rate (NCR) of 50% and over £50 average order value (AOV).

What did we do? 

We aligned our creative planning with Shoeaholics’ trade plan to build up hype before Black Friday. We used different daily deals to drive users to visit Shoeaholics’ site and draw them into the lifecycle or re-engage lapsed customers.

The campaign launched a week before Black Friday with deals including 30% off Carvella and 25% off designer edits. We changed the messaging daily to keep users engaged. This was particularly important as the market was saturated at this time, and we needed to cut through the noise and stand out from our competitors (who didn’t change their ads).

As the creatives were built by our in-house creative team the client had input on them throughout the campaign, and were able to make any last minute changes if they wished. 

What was our strategy? 

By using our lifecycle strategy we used SAH trade messaging for new and top level viewers to initially drive users to site, and push them through the lifecycle to convert. 

The deeper in the lifecycle the user was, the more aggressively we would bid and ramp up frequency to make sure we won each impression to drive incremental ROI. 

To identify and re-engage users we broke down the stages between ‘visit’ and ‘convert’ into ‘category’, ‘product’ and ‘abandon basket’. We then only showed users messaging that was relevant to where they were in the lifecycle. 

So, for example, if a user was browsing bags generically, they would receive bags creative. But if they had added something to their basket, we would then show them a “Have you forgot this?” ad to remind them of their product and encourage them to complete the sale. 

The budget was upweighted on Black Friday itself, to capitalise on all active users browsing.

What were the results?

We achieved an incremental ROI of 3.11:1 – this was 55 % higher than the planned benchmark. We also delivered a new customer rate of 60%.

The average order value was £58.84. So even with prices being heavily discounted, we still maintained a high AOV. The cost per acquisition was £4.87.

What did we learn?  

The top performing audiences were “Career Climbers” – these users are younger (between 25-29 years) with high disposable incomes living in rented accommodation. And “Modest Means” – users who like to get value for their money 

The top-performing device for conversions was mobile. Mobile also achieved the highest CTR. However, the strongest AOV came from desktop. 

The top-performing day of the week for conversions was Wednesday. CTR was highest on Sundays when users were more likely to be home and browsing the web.
 

What was the client’s reaction?  

We’re delighted with the results. Our Black Friday campaign exceeded our expectations thanks to Crimtan. Not only did we attract more new customers than we’d hoped, but they were able to beat our target ROI by 55%.

Gareth Rees-John – Director or Digital

Download our full case study to find out how we combined our lifecycle strategy with Shoeaholics’ messaging to beat their target ROI.

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Understanding the importance of relevancy with shifting Australian consumer behaviour, BWS asked us to deliver a campaign to new and existing customers promoting their three core pillars of convenience, value and range.

BWS wanted to:

• Deliver a positive ROAS deduped alongside existing channels
• Leverage a single partner for all their programmatic activity
• Align their programmatic activity with a fast-moving marketing and trade calendar keeping it current with weekly initiatives of their key products

What did we do?

Our proprietary technology is one of only a handful marketing platforms that can seamlessly link creative intelligence, audience intelligence and investment intelligence for fully optimized delivery through programmatic advertising.

This means we were able to build a bespoke decision tree that would influence image and message and message combinations instantaneously, and test which combination worked best in real time against different subsets of BWS audiences across key trade activities.

And with access to our platform, BWS had full control of design and branding at full transparency. We used a dynamic strategy for this campaign that created seamless user experiences with decision tree.

What was the result?

We surpassed our targets, delivering a positive return in ad spend in just 10 days (20 days ahead of schedule). We also hit an ROI of 6:1 and a 6% higher average order value across new and existing customers compared to other channels.

What did the client say?

“We tasked Crimtan to create relevance and recall with messaging that was specific to each new and existing BWS customers at a specific time, location and the right product based on their interest and intent.

And to make things even more challenging, we asked them to hit a positive ROAS by the end of month one, deduped through our own attribution platform.

They exceeded our targets and we were very happy with the results.”

Download our full case study, including details of how we achieved a 6:1 ROI and what we learned from the campaign.

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What was the brief?

Alcohol manufacturers RumChata wanted to drive brand awareness of their product and encourage their target market to consider purchasing it.

What did we do?

We set up a target user pool of users most likely to purchase the product who were within the vicinity of key store to drive consideration and footfall. The target audience was women aged between 25-40.

To ensure we were targeting the right users we analysed the data from the UK electoral roll, land registery and online consumer behaviour. We then overlaid this data with contextual data targeting female heavy content to further refine activity.

Dinner parties were identified as the strongest trigger for purchase so we identified and targeted users who were planning a dinner party and looking for inspiration.

We used a custom keyword list to ensure we were reaching the right users, using terms related to dinner parties, recipes and cocktail recipes. We also targeted within the two retailers’ postcodes.

What were the results?

We more than doubled the clicks you would expect to see for the number of impressions served, based on the UK average.

What did we learn?

We achieved the best response rates when reaching users at home as they were planning the weekly shop.

The best performing audience were aged 25-34. These drove the highest engagement rates. Parents also engaged well.

The best performing day of the week was Monday and the best performing time was 11am. The top performing audience interests were:

• Travel
• Getting married
• Popular culture
• Family and baby

Why we’re proud of this campaign

We’re proud of the standard of expertise we offer when planning and managing campaigns.

With a detailed, driven approach we are able to develop campaigns for our clients that deliver against key KPIs, which we have seen translate to in-store sales – as we see here with RumChata.

Our strategy has also helped other brands – including Moss Bros, Miss Selfridge, Red Carnation Hotels, South Africa Tourism and more – surpass their campaign targets. You can read all our case studies here.

Download a free PDF version of our RumChata case study below.

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The department of culture and tourism Abu Dhabi (DTC) asked us to increase awareness of Abu Dhabi as a tourism destination in the UK and Germany.

What did we do?

Using our creative intelligence, we created over 5,400 ad creatives using dynamic audience targeting. We highlighted differences in weather between the fantastic weather in Abu Dhabi and the six targeted cities using a real-time weather API.

What were the results?

The CTR for our ads beat the benchmark by over 300% in Germany, and by over 400% in the UK. Consumers also booked trips that were more than 34% longer compared to the regular destination communication, and spent over 35% more on hotel stays. 

What was the client’s reaction?

Following the success of the campaign, the Department of Culture and Tourism Abu Dhabi are using our dynamic approach as part of their ‘always on’ activity, and looking to scale it to other channels such as video.

Download our full case study, including details of how our campaign generated an incremental 7,000 hotel searches and 6,600 flight searches. 

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South Africa Tourism wanted to move towards a lifecycle approach for their programmatic campaigns. Their brief was to retarget based on peoples travel interests, and to start using targeted creative. The campaign KPI was to achieve a CTR of 0.1%.

What did we do?

To ensure we reached the users outside of the stereotypical tourist to South Africa, six creative themes were identified pre-campaign. We used behavioural and creative targeting to guarantee we delivered ads in front of the target audience.

What was the result?

We achieved a CTR of 0.13% – exceeding the client’s target of 0.1%. We also tripled their daily website traffic, and drove 20k new users to it.

What did the client say?

“Crimtan were exceptional to work with. It was the first time we had tried retargeting through personalized and dynamic creative, and it increased our CTR by 0.13%. We were so happy with the results that we continued working with Crimtan on a new campaign.”

Download our full case study, including details of how we helped move South Africa Tourism away from a static approach to their programmatic campaign.

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Jazeera Airways is a low cost carrier (LCC) airline headquartered out of Kuwait. Their objective was to sell tickets from Kuwait for their various routes. 

The performance of the client’s campaigns with other vendors had plateaued, so we were briefed to help them increase ROI and new customer acquisition through programmatic display. 

What did we do?

Before we launched our campaign we researched Jazeera Airways’ brand. We then devised a long-term strategy that would drive new customer acquisition and achieve incremental growth on ROI. 

We delivered personalized dynamic ads to users based on their location and language preference. We also used website pixel data to collect flight search details from users, then populated the creative with lowest possible prices from the data feed. 

For example, if a user in Kuwait is browsing the web in Arabic and searching for sunny destinations across the web, they will be served with an Arabic creative with the Kuwaiti currency (KWD) to destinations they have previously searched for.

What were the results?

Final ROI of 20:1.We ran a combination of prospecting, re-targeting and meta search (OTA) strategies with the allocated budgets. Continuous optimization based on learning and seasonality enabled us to drive over 50,000 ticket sales in H1 2019. 

What did we learn?

Our dynamic creative insights enabled us to pinpoint the top performing routes and origin destinations. Kuwait to Indian destinations were identified as the top routes. 

We also learnt that the top performing days of the week are Sunday-Wednesday, as users typically planned and booked their weekend flights on weekdays. 

Users also preferred to book tickets during evenings outside of working hours. 6-12 pm drove the lowest overall CPAs. For this airline, users preferred to book tickets via the desktop web as appose to the mobile web.

How did users book their tickets? 

What was the client’s reaction?

Based on our performance, we have evolved into an always-on partner, achieving various upweights as well as new campaigns for their package holidays and new destinations.

Initially we had multiple programmatic partners helping us with Jazeera Airways, but we decided to consolidate our display activity with Crimtan to have an end-to-end solution from prospecting to retargeting. 

We were looking for a partner who didn’t just white label a dynamic creative solution, but put DCO at the heart of their retargeting performance product so we can always operate at peak efficiency for our strongest performing tactics.

We’ve been very happy with the results and are delighted to work with Crimtan as their service levels are way above the standard we are used to seeing in the region.

Bence Bathi, Head of Paid Media, RBBI

Download our full case study, including details of how we drove over 50,000 ticket sales and what we learned from the campaign.

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Red Carnation Hotels wanted to increase brand awareness and bookings for seven Red Carnation Hotels, targeting prospects in the USA and the UK. 

Their specific goals was to achieve a CPA target of £50-£75 across the seven hotels. They also wanted to test the effectiveness of user generated content (UGC) creative (which had worked well in the social space) in display versus professional creative. 

What did we do?

We targeted affluent travellers who both had the budget to afford a stay at a high-end hotel in London, and were exhibiting a clear desire to do so.

We used look-alike targeting, contextual targeting, keyword targeting around London premium hotels, travel and holiday, third party segments and proprietary data (travel, home finance, up market, executive wealth, lavish lifestyles).

We treated the budget as fluid. Our starting point was a 75% USA and 25% UK split, and we varied strategies to optimise to minimise CPA and maximise booking value.

We randomly tested UGC against professional photography within the standard formats and variations of MPU, leaderboard, wide skyscraper, mobile 320×50.

We also used live pricing and actual ratings together with dynamic creative optimisation.

What were the results?

We built positively on the previous results we had achieved in both the UK and in the USA in this campaign, which enabled us to deliver a total revenue of £292,507, an overall ROI of 18.28 and a CPA £66.95.

Our combined USA and UK ROI was higher than any other paid advertising activity during that time period, and our programmatic campaign generated 22 times more revenue than any other type of top of funnel online advertising.

What did we learn?

Top performing contextual categories:

• Entertainment
• Travel

Top performing domain list related to travel:

• expedia.co.uk
• timeout.com
• visitlondon.com
• travelandleisure.com

Top performing domain lists based on news content:

• theguardian.com
• washingtonpost.com 
• dailymail.co.uk

The creative test was inconclusive. Overall professional imagery out performed user generated content, but not by a consistent margin.

What was the client’s reaction?

“Crimtan’s campaign far exceeded our expectations. It had a significant impact on both our brand awareness in key markets and in reaching our quarterly revenue goals. 

We combined UK and USA activity, and both performed well. The combined ROI was also higher than any other paid advertising activity during that same time period. And the revenue generated through programmatic was 22 times that of other types of top of funnel online advertising. 

As a result, we will definitely be running another campaign and we intend to make programmatic advertising a continuous part of our online advertising.”

Ruth Moran – Digital Marketing Manager

Download our full case study, including details of how we generated 22 times more revenue and what we learned from the campaign.

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The client was a well-known UK gambling brand.

What was the brief?

The campaign was for five years, business as usual. Our objectives were to grow the client’s existing audience and re-engage any lapsed and lapsing customers.

What was our strategy?

Existing customers

We split customers into different pools, depending on their frequency of activity. This data was updated every 13 weeks. The purpose was to ensure we targeted customers who were more likely to participate in the week’s events, rather than targeting all customers to save budget and increase ROI.

New customers

To ensure our ads were being served to high-quality customers, we avoid bidding for them and instead bought PMPs.

When driving existing customers and new customers to a newly launched game, we included contextual targeting. This involved creating a keyword list that would ensure that our ads would appear next to an article that was likely to be read by our target market.

What were the results?

We achieved an average ROI of 1:13 for ongoing weekly events, and an average ROI of 1:4 for online instant win games.

Download our full case study to find out how we cleverly used contextual targeting to enable our client to reach new customers.

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