Some of our work

Leveraging Boots in-store sales and footfall data, pinpointed the optimal digital out of home 6 sheets locations. As London was a hotspot, we took advantage of postcode targeting across black taxi panels. We were also able to time target based on peak footfall. Monitoring pollen count levels also enabled us to switch on activity to cannibalise on consumer needs when the count was high.

Across personal devices there were a number of targeting segments used in order to optimise towards both awareness and sales. For Boots, ensuring the brand was front of mind for Mums was key. We leveraged not only demographic overlays, but also premium white list targeting across major parenting sites and forums.

Driving awareness of prevention was a key tactic to increase sales. Placing ads around premium entertainment sites and content around UK events, holidays, and day trips opened the campaign wider to all hay-fever sufferers.

Finally, leveraging Boots website pixel data to expand and find lookalike consumers was also a targeting segment in play, along with intent targeting for consumers searching or reading hay-fever relief articles. Creatively, we had to drive synergy across all the channels and devices. Our creative team produced the display assets in HTML5 and built the specifications for the digital out of home placements.

Overlaying 3rd party data, we segmented Affluent Achievers which was a mix of professionally successful, luxury shoppers and high net worth individuals. Other segments included High End Brand Affinities, Competitors, and 1st party data from website pixels and Creed customer data.

Creatively, it was key to ensure the brand’s values and integrity offline and in-store were replicated across digital. Our creative team produced the Display assets and repurposed for Social.

Display media was accessed through Private Market Place across rigorous white lists alongside brand safety verification tools. In essence we created a premium Display environment. 

As we are multi-channel experts, the campaign was optimised across channel, format, creative and targeting segment.

Case Study >> An innovator in Women’s Health, Elvie wanted to boost sales to their own ecommerce platform.

Delivering a clear, concise message across Display and Social, with a complimentary Search strategy enabled us to drive informative engagement levels from our Prospecting campaign, reducing the estimated conversion window by half.

With distribution in major department stores across Europe and the US, Elvie had revamped their own ecommerce platform to boost building direct customer sales. Relying on PR previously, we were their first step into paid advertising, so we wanted to test multiple targeting parameters to build unique creative messaging for future targeting. Our key segments were Competitors, Sport Interests (running, high impact, yoga, Pilates),  Gadget High Spenders, Health & Fitness Readers and Pre and Post Natal. Alongside Interest targeting we split out Age and Life Stage to find our optimal audience.

As expected the female target audience was both wide and diverse, with Pre and Post Natal interests only making up 7% of all engagements and only 5% of sales. Our older audience in particular engaged well with a click to website land conversion rate of 87%. Overall the campaign Cost Per Engagement was just £0.06, highlighting the relevancy of our Prospecting targeting.

With our mid funnel and retargeting strategies, we were able to deliver a 3rd more sales than estimated across both Social & Display channels, making the campaign part of Elvie’s ’evergreen’ marketing strategy which has gone on to launch Evie Pump,  a market leader in wearable breast pump technology.