Increasing sales for a leading global toy manufacturer

Campaign Highlights

  • With our ATOM tech we built custom audiences based on consumer behaviours and brand interactions.
  • We achieved a 420% increase in click through to purchase within the ATOM generated audience.
  • Results were based on increased product relevance for each segment of the audience.

An exciting brief from our client

 

Our brief from the German branch of this global leading toy manufacturer was to promote key product sales via an age-segmented approach, in order to reach highly relevant audiences for each toy segment and drive conversion within a highly competitive sector.

Why was this campaign challenging?

 

Facebook native offers no means for advertisers to build audiences that have responded to campaigns on 3rd party retail sites.

Using Facebook alone also doesn’t enable advertisers to collect audiences based on what products they are responding to.

However, this was our key objective, as we wanted to generate audience insights to reach each segment individually.

Important factors such as child age, timing and purchase intent could not be collected from Facebook for this client due to the lack of user-level tracking access to retailers, so we needed to get around this limitation by using our award-winning technology.

Our targeting technology

With our ATOM tech we built custom audiences based on consumer behaviours and brand interactions.

We then addressed each of the relevant audiences with individualised content to further drive traffic to the relevant retail sections.

A winning campaign strategy

 

Fuelled by the ATOM audience builder technology, we utilised a two phased approach, not possible using Facebook native targeting options:

  • Cross-sell products within the same age range based on previous purchasing intent.
  • Use Facebook lookalikes to map common behaviours of parents and use our data to segment by child age.

 Impressive results for our client

 

  • Click through to purchase increased by 420% against the 2018 average within the ATOM generated audience.
  • This is due to increased product relevance for each segment of the client’s audience.