Quale

Goals:

• Generate awareness around the new brand launch
• Build credibility/reassurance
• Drive sales
• Outperform current CPA
• Improve ROAS

Method:

• Multi-channel advertising
• Custom Audiences
• Direct Deals
• Retargeting

Approach:

As a way of introducing the new brand to the public, generating both awareness and reassurance would help drive demand in the brand’s key sales period (within 3 months of launch). Quale developed strategies that would also help the brand meet and outperform its goals.

Different programmatic media buying tactics, aligned with the client’s YouTube takeover, social, and video strategies were leveraged to maximize the best performance out of the assigned budget.

Examples include, but were not limited to:

• Allow list strategy, and mix of Programmatic Direct Deals: Quale identified the key audiences based on data collected by pixels on the client’s website and created custom allow lists, based on the individual website, to a/b test performance.

• Custom Audiences: Mix of contextual and behavioral targeting based on the interests and custom contextual segments based on unique brand-related keywords.

• Multi-channel approach: We aligned advertising with the other channels of Video, YouTube takeover and social and then created one user journey to achieve the client’s strategy of “Create fame everywhere. Explain meaning every day. Convert everyone.”

• Retargeting: smart approach of retargeting based on the data collected by pixels throughout the brand launch, and divided to individual page retargeting such as cart abandoners, frequent travellers, family deals, last minute holidays to deliver reassurance and sales message, and applying frequency cap.

Results:

By delivering brand awareness through custom audiences and direct deals, and uplifting sales through retargeting, Quale outperformed target CPA by x2 and delivered ROAS of 6468%.

Goals:

• Provide an accurate representation of performance of advertising activities for each event.
• Each event being a single entity with its own set of goals and budget, can’t be aggregated at a higher level.
• Untangle the overlapping paths between events advertised and events sold on a 3rd party ticket partner.

Method:

• Disregard the traditional performance reports which were not accurate.
• Build a unique attribution model that accounts for all the peculiarities of the situation.

Approach:

Not having control over the sale process (handled through a 3rd party ticketing system), and promoting many events at the same time meant that understanding the actual performance of each channel could not be achieved by regular means.

Having an independent ad-server to oversee all activity was the first key requirement.

From then, using the raw data logs, we could process these to walk through the path that leads to each conversion, extracting conversion data to match against each advertised event and compiling for each event what contributed to ticket sales with a flat attribution model.

Results:

A simple report for each event advertised, highlighting what were the true results of each media utilised by the campaign, but also understanding what percentage split over to other event sales.

Goals:

• Maximize sales and lower Cost Per Ticket Sold

Method:

• Data-driven advertising

Approach:

Quale created a unique tracking system in which the client has full control of the architecture. This allowed the gathering of data by each individual show/event from the client website which was then applied into Programmatic Media Buying. As data was gathered, the most accurate targeting methods to be applied to campaigns.

Results:

With the creation of advanced reporting, the client got full insights on the tickets sold and cost per ticket sold leading to a shift in investment across digital different channels.
Cost Per Ticket Sold decreased by 78%
ROAS increased to 4136.%

Goals:

• Put in place a system to build audiences in a highly dynamic environment without the IT infrastructure commonly used to support this feature
• Make it simple to use and maintain the list of events so that it can self-service with little or no training required
• Integrate the service within the web presence and make it both reliable and efficient (cost and user experience)

Method:

• Bespoke service backed by cache to ensure the fastest delivery
• Layer on top of GTM to handle the client-side implementation of pixels
• Self-service form to manage the tagging of events, completely autonomous

Approach:

Having to deal with a high level of turnover of events and no proper digital backbone meant that we could not rely on existing infrastructure to build the system. Instead, we had to solve this one by deploying a stand-alone service to both manage and deliver the appropriate pixels to the users, while ensuring the service could deliver the payload quickly.

The interface was something familiar to users, a simple form to fill out when a new event was to go live. Little to no training is required, no dependencies whatsoever.

Deployment of pixels was done through GTM and some custom code calling the service, parsing the results, and inserting them. This meant not a single change required on the website and no dependency on the Client’s IT partners.

Results:

A practical system that built up relevant audiences to be leveraged across platforms, easy to use, and which didn’t require extensive IT investment, whilst being able to keep up with the pace of change.