The first step was to make sure that we were only targeting new prospects. To accomplish this we excluded anyone cookied as having been on the Bathstore website and previously purchased an item.
We devised our online display strategy to focus on targeting top of the funnel and middle of the funnel consumers. The top of the funnel strategy used look-a-like modelling based on Bathstore’s current customer data. Whilst, the middle of the funnel approach focused on 4 different targeting strategies: the use of 3rd party data layers, contextual alignment, category targeting, and Private Marketplaces.
A creative strategy was implemented as well, to fin the most effective combination of visual stimuli and messaging. Firstly, creatives were synced with Bathstore’s trading and events calendar to make messaging more compelling. We also completed a 6-week creative split test, where we analysed messaging effectiveness, comparing sales, emotive and mixed creative messaging.