The Challenge

As a small (but mighty) marketing team, PF Flyers’ challenge was to gain visibility among a fashionable Millennial audience and drive increased ROI for the business while spending their limited budget as efficiently as possible.

Client Objectives

  • Increase revenue through sales on the PF Flyers online store
  • Engage PF Flyers internal stakeholders – demonstrate to PF Flyers’ management team how to drive incremental sales value through digital advertising—leveraging a data-driven strategy to drive value and serve valuable customers in smaller mid-tier markets
  • Maintain customer engagement throughout the online journey to purchase and gain actionable data insights to achieve an improved understanding of those users’ digital experience and decision making process
  • Utilize programmatic campaign data as source of market intelligence, consumer demand analysis, and drive supply chain decisions—especially in small or mid-tier markets

Strategy

The strategy and execution of PF Flyers’ campaign included multiple stages which correspond to different levels of the customer acquisition funnel. Critical to its success was understanding customer journeys and the digital environment characteristics that lead consumers to engage with the brand and ultimately make a purchase.

A FULL FUNNEL APPROACH

Designed to reach PF Flyers’ audience through a full funnel approach, our team leveraged a mix of prospecting and retargeting data tactics. Recognizing that there were high-value customers in underserved geographies, we were able to identify those individuals giving rise to the potential for one-to-one communication.

Prospecting tactics focused on expanding the campaign reach to find new potential customers that are driven down the conversion funnel (upper and mid funnel):

3rd Party Audience Segments

Private Market Place Deals

Contextual Keywording

Retargeting tactics focused on reaching viewers at the right time and place. These viewers visited the website and/or filled their purchase basket but dropped off before checkout (lower funnel):

Homepage Retargeting

Basket Retargeting

Recency Retargeting

Geo Retargeting

Inventory Retargeting

Day of Week (DOW) Retargeting

We utilized 4 different DSPs to leverage the strengths in performance and data inventory unique to each partner and enabled optimized shifts in spend to drive ROI focused results.

Results

MEASURED MARKET INTELLIGENCE

PF Flyers are now able to make country-wide supply chain decisions by using programmatic data as an indication of geographic demand—using consumer analysis from online purchases rather than relying on surveys or focus groups

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insights

21% increase in conversions and 19% increase in revenue from programmatic activity YOY (Q1-Q2 2017 vs Q1-Q2 2018).

12 out of 15 top designated revenue markets had positive YOY growth in average basket size. Three of these major markets had double digit growth.

Case Studies

PF FLYERS
Georgia Tech
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Freshpet
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