Brief:
With a launch focus on Black Friday, we were required to drive maximum awareness of O2’s hero products in the build up to Christmas and the January Sales with a cross-screen digital brand solution aimed at Heavy Tech Consumers and Christmas Gifters.
Solution:
To find the right audience we worked with relevant data providers including MasterCard transactional insights to create cross-screen behavioural segments on those with a core interest in technology. We then targeted them with 9 rotational ‘High Impact Takeovers’ that allowed users to browse through products and achieve cut-through at retail’s most competitive period.
Results:
By implementing learnings, we were able to optimise delivery to the best performing audience segments and products. This maintained campaign freshness at key times and ensured a continual rise in audience/O2 engagement at an average of 53 seconds and made Collective the most cost-efficient traffic driver on plan by 200%.