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.
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
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):
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.
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
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.
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