Increased Technology Awareness
Increase overall advocacy of a membership program for a large B2C consumer goods retailer, and drive usage of a unique app technology that they recently launched in the market. In order to drive awareness and advocacy, the company engaged Arm Candy to execute a multi-channel media campaign to increase brand sentiment as measured by Kantar.
This campaign was executed through multiple channels including: Facebook/Instagram (Video Views and Traffic), Twitter, YouTube, Online Video, Programmatic Display (Sequential Retargeting), Connected TV and Discovery CTV/VOD.
We first started with audience development and looked at a variety of ways to architect data-backed segments that we could optimize against for learnings that could be applied across a greater campaign strategy.
We leveraged three methods for audience architecture, which generated more than 15 unique audiences to run across the campaign.
App Usage and Member Value
We created 4 audience segments based on in-app usage and created deciles to reach those who consistently use the app, use the app lightly, have the app but never used it and don’t have the app. We created look-a-like audiences from the deciles who use the app most as well as look-a-likes from our members who frequent locations and drive the most sales.
A culture mapping exercise was performed, which we used to create additional segments that we could look to activate. We identified an opportunity to introduce technology-based enthusiasts into the audience mix, created through a variety of available segments via our different platforms and channels.
We created segments based on existing prospecting and member initiatives to adequately serve and reach our existing client-base.