Reiss had two very clear objectives: Firstly the fashion brand wanted to attract quality users to its website. Reiss’s marketing team also wanted to measure the true cost and value of those new customers to the Reiss brand.
The aim of Reiss’s campaign was to proliferate the Reiss brand within qualified environments such as targeted reach and to attract new quality users to the brand.
Other campaign objectives included generating sales and revenues within allocated targets and the desire to deploy strategies and buying metrics that deliver additional scale against set budgets.
Threepipe also decided to utilise Turn’s Campaign Suite to serve Reiss’s campaign in the most efficient and targeted way possible; a move that promised to increase return on investment and drive down ‘Cost per Acquisition’ (CPA). ThreePipe used Turn’s Campaign Suite to target male and female users within the AB demographic with a strong interest in fashion and luxury lifestyle products.
Laying the ground rules: During the planning phase ThreePipe used Turn’s technology to outline their prospecting tactics while constructing strict caveats on re-targeting levels to deliver new users.
Due consideration was given to the time of day, day of week, geography, format and frequency with the aim of delivering the strongest return on investment possible and to drive down cost per acquisition. The campaign’s creative work was then tailored to the gender of the individual being targeted.
Targeting was based on male and female content consumption on the Reiss website and implementation of unique customer pixels that were able to measure the true cost and value of new customers.
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