Case Study

Summer Retail

Primary Objective

The main objective of the Telkom Summer Retail campaign was to generate 8780 leads as well as deal purchases online for the seven package deals on offer between October 2015 and January 2016.

STRATEGY

We formulated a multi-layered programmatic strategy for MediaCom/Telkom. We planned to find the audience online using a programmatic prospecting approach and then refine the target audience as more data became available.

SECONDARY OBJECTIVE

We established an estimated cost per acquisition of R250 and the aim was to stay within that parameter.

EXECUTION

For each of the seven products that Telkom wanted to promote, we employed a multi-layered programmatic strategy.

01

Prospecting: This is where the banners are shown over a wide variety of sites and online properties in order to find a base audience.

02

Re-targeting: If a user clicked on a banner but did not convert, we retargeted them- showing them the banners at times when they were more likely to convert based on data from previous conversions.

03

Lookalike audience: By this stage, we had collected enough data to create what we call look-alike audiences. We used the online behavior/journey of consumers that had converted and then targeted users with the same or similar online behaviors.

04

Pinpoint Strategy: We were then able to refine the target audience even more clearly using a combination of the previous strategies and served the banner ads to them based on data garnered throughout the campaign’s lifespan.

05

Programmatic Video: We also implemented a programmatic video strategy to reach users that consume content much more easily than display or mobile, that way we reach users regardless of their preference in terms of browsing.

The numbers

The campaign reached over 140 million impressions, through the desktop display, mobile and video.
We yielded over 15 000 conversions, 6 259 of them being online purchases, which would be contract bound for 24 months and 9 056 sale leads.
We save the client R137,69 per acquisition, coming in at R113,31 instead of the estimated CPA (cost per acquisition) of R250.

THE CAMPAIGN OBJECTIVE HAD BEEN REACHED AND TELKOM HAD A HEALTHY ROI.

7 OCTOBER 2015 – 16 JANUARY 2016.

TELKOM GARNERED 15,315 CONVERSIONS DIRECTLY THROUGH THE EFFORTS OF MARK1.

R112.31

Cost Per Acquistion

551 121

Total Impressions

537 295

Video Starts

Video Results

250 561

Completed Views

Video Results

45,46%

View Through Rate

Video Results

148 530 924

Total Impressions

143 337

Total Engagements

9 056

Call Me Back Conversions

6 259

order Now Conversions

Other Recent Works

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