CPG Brand Optimizes Creative Ads Specific to Social & Display Channels

By Kvantum Team Posted April 18, 2017 In Case Study, Programmatic, Social Media, Influencer Marketing

Kvantum helps leading feminine care brand measure the effectiveness of its pilot campaign spend on multiple paid social and programmatic channels.

Becoming More Social & Omni-present using Programmatic

Buying a Feminine hygiene product is a personal decision where consumers care about quality above all features. Additionally, the brand faces and additional complexity while marketing to their consumers - the social taboo of openly discussing menstrual cycles in a public forum. Last year, this brand team changed the game by redesigning the packaging and re-thinking about consumer segments in a fresh and innovative manner. To reach the identified consumer segments, they began investing more on digital content via YouTube and Social Media. The brand launched a four week pilot campaign to reach the consumers via paid social and programmatic display.

Specifically, the Brand wanted to understand:

  1. How did the new campaign perform based on commercial metrics beyond conversion metrics set by campaign team?
  2. Determine the impact of programmatic display creative themes (Humor, Competitive, Functionality) in driving incremental sale
  3. How did various paid social advertising creatives perform?
  4. What were some opportunities to optimize the creative mix based on commercial metrics?

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In Case Study, Programmatic, Social Media, Influencer Marketing

By ,  Posted Apr 18th 2017