How did a power tool company use programmatic to drive conversions within a 2-month timeframe?
A power tool company was looking to drive sales during two flights, one right before Christmas and one during springtime.
Their target audience included
- hobbyists
- Individuals interested in power tools
- new homeowners
- homeowners with upcoming renovations
- individuals interested in their competitors
- individuals who frequent Lowes or Home Depot.
They enlisted Digilant’s help to reach potential customers through video, OTT, and social to display ads targeting the United States.
STRATEGY
Digilant used a mix of full-funnel tactics to create awareness reaching new prospects, and lower-funnel tactics to drive individuals to purchase the power tool(s) at the major retailer.
The tactics leverage were:
- Samsung’s Automatic Content Recognition (ACR) segments: The ACR segments reached audiences exposed to their competitive brand linear TV or CTV ads and reached users who frequently shop at Lowes or Home Depot.
- Video Retargeting: Our team placed a pixel on their landing page and retargeted anyone who visited with a video.
- Pre-Roll Contextual: Some categories our team aligned with were around homeowners, DIY projects, home projects, crafters, and outside yard work.
- Social to Display: The Digilant team leveraged the company’s existing social assets from Facebook to create display ads in a seamless execution.
The combination of tactics and channels allows Digilant to exceed the campaign goals, and the power tools company extends their campaign with Digilant.
KEY INSIGHT
Samsung’s ACR segments drove the most conversions and had the lowest Cost-Per-Action (CPA).
RESULTS
11,174 Total Conversions*
0.20% Click-Thru-Rate
*defined as clicking on a product on their website and directing them to the retailer to purchase the product