RE-TARGETING

REACTIVGemius Workshop 2011

Contents

1. TetraPak UHT Milk campaignSummer 2009

2. Nestle Maggi 5min campaignSpring 2010

Re-targeting in TetraPak UHT Milk campaign

Campaign & GoalClient: TetraPakProduct: UHT Milk*Business goal: Increase sales of UHT Milk

Campaign goal: Educate consumers about UHT Milk and it’s benefits

Digital campaign goal:Reach at least 50 000 people through online communication

Ultra-high temperature processing/ultra-heat treatment is the sterilization of food by

heating it for a short time, around 1–2 seconds, at a temperature exceeding 135°C (275°F). UHT milk has a typical shelf life of

six to nine months, until opened.

Campaign solution

Challenges: - “UHT Milk” as brand is hard to explain- Restriction to use actual products (RIMI, Maxima milk packs)

Solution: Speak only to consumers that are interested in knowing more about this category and it’s products, using 3 simple topics:

UHT Milk has the same food value

any other milk

UHT Milk can be easily stored for

a long time.

UHT Milk is the same

milk as any other!

FROM COUNTRYSID

E!

FOOD VALUE! BENEFICIAL!

1) User selectionTo select users who are interested in those topics, we used questionary on biggest latvian websites - Inbox.lv, Delfi.lv, Apollo.lv, Adnet network and Draugiem.lv:

Questionary as pop-up, nice looking, interactive and without any traces of brand or client.

3 simple questions, each question represented one of the topics.

7

2) Website selectionTo ensure biggest possible reach and avoid audience duplication, we used Gemius help and served questionnaire simultaneously on all campaign websites, by merging them into one big network (using AdOcean):

947 000 unique users*!

*At the time of the campaign

3) Re-targeting comes in

During the questionary we placed up to 3 cookies on user’s web browsers, so next time when they visited one of the campaign websites they were shown one of the three campaign banners - depending on their answers:

Questionary Banners depending on answers

Each banner was leading to specific part of UHT Milk website, dedicated to given topic.

Results - questionary

50 000completed

questionarie!

60 800completed

questionaries

Comments:

We were more than pleased with completion rate which exceeded our estimations.

Results - retargeted banners

54 900 users saw one or

more banners

5326 clicks

46 000 saw one or more banners, 8046

clicks

Comments:

Results were “ok”, but could have been better if we weren’t using regular banner placements.

Conclusion

- Use of questionaries justified to single out target audience - It pays off to serve them on multiple websites at once, avoiding audience duplication and getting maximum reach- Recommended to use same (or similar) formats for both steps - “question” and “answer”, to ensure that users notice both.

Thank you!

Campaign credits:Digital media planning - ReactivCreatives - TheMatterProduction - Cube MediaRetargeting – Gemius Latvia

Video case-study: http://ej.uz/uhtmilk

Re-targeting in Maggi 5Min campaign

“Take the Taste With You!”

Campaign & GoalClient: NestleProduct: Maggi 5Min soupsBusiness goal: [censored]

Campaign slogan: “Take the Taste With You!”

Digital campaign goal:Non-standart digital solution that directly communicates campaign slogan.

Campaign idea

Users are browsing the internet dozens of pages per session, usually flipping from page to page.

By placing our ad on a single page (or even pages), we are in danger that user just won’t see it, or, even if he/she does, the impact will not last.

We have to make our message stick, it has to travel along with user. User has to take it with him/her - “Take the Taste With You!”

Campaign solution

Phase 1:User sees Maggi 5Min quiz (in floating banner form), starts to complete it;

Phase 2:Quiz brings user to Maggi 5Min landing page with more quizes, lottery;

Phase 3:Wherewer user goes next, Maggi 5Min will constantly travel along with him/her reminding about quiz results and just cheering him up.

Phase 1: Quiz

- Campaign websites - Delfi.lv, Apollo.lv & Adnet (AdOcean);- Floating banner, frequency = 2 per UU, inside pages only;- 14 day period for Phase 1 banners;- 6 questions, ANSWER leads to landing page:

Phase 2: Landing page

On the landing page users could complete more quizes and participate in lottery (not related to retargeting):

One way or another, user got one or more quiz results.

Phase 3: RetargetingOnce user left landing page, retargeting kicked in, and users were shown 1 of the 5 different “reminders” (again, as floating banners), with frequency = 3 and 24h intervals between impressions:

Campaign results

“Quiz” banners:Total audience reached - 719 283 (websites greatly overdelivered)Average CTR% - 1,15%Completed quizes - 7373

“Reminder” banners:Total audience reached - 6956Average CTR% - 11%

“Reminder” banner results confirmed that re-targeted message really works as it is supposed to work.

Conclusion

- When executed right, re-targeting really works as advertised- Users really respond to “reminders” - If possible, use same ad formats for all phases

- 6 questions before next phase = too much- Add more tracking- Plan max steps ahead (what happens after...)

Campaign credits:Digital media planning - Reactiv

Creatives - Publicis RigaProduction - Cube Media/Syndicate

Retargeting - Gemius Latvia

Thank you!

www.reactiv.lv

Tel. +371 67225847Fax +371 67225843

Mob. +371 25912995Elizabetes 45/47

Rīga, LV-1010 LATVIA