AGENCY PROFILE
CASE STUDIES // IN BRIEF - LighterLife Fast -
Sustainable weight loss brand LighterLife needed to drive sales and awareness for their LighterLife Fast range. Chalk Global developed a creative that resonated with all women, with age-specifi c hero images for their content. Domain and page post ads were served to a broad female audience, but segmented by diff erent age groups to ensure a relevant user experience. Targeting shopping, beauty and fi tness channels, the content was aimed at the health conscious, and aligned with aspirational material, such as consumers talking about holidays. The fi rst month saw 82.4 million ad views and over 41,000 video views, 76 per cent of which completed the video.
AD VIEWS 82.4m - Universal Music -
Algorithmic. At the simplest level rules–based attribution platforms generally have a lower entry cost and Algorithmic tend to be priced at the other end of the scale. Algorithmic attribution uses advanced machine learning and econometrics to determine the impact of every touch point throughout the funnel and can provide estimates on the incremental number of conversions that can be attributed to any given channel. “Rules–based such as Linear, fi rst click or last click models off er varying degrees of context. Take Linear; it looks at overall conversion totals and divides the attribution equally to each channel. First click gives credit to the initial touch point, this is less popular and often is used as a sense check against last click. Finally, last click gives credit to the fi nal touch point that drove a conversion and discounts the impact of other channels in the funnel. Each of these rules based models require a human to decide on where their budgets are allocated and require a lot of trial and error as to what combination really performs for them. Algorithmic attribution really does take away a lot of heavy lifting but it’s always good to circle back and apply some traditional modelling as a sanity check.”
chalkglobal.com
Ahead of the release of Andrea Bocelli’s new album, Universal Music and Chalk Global looked to drive album sales on iTunes through audience segmentation. With fans across the world, Chalk fi rst monitored engagement by geographical location to indicate the budgets per region. Over a two-week period, the campaign targeted not only Bocelli fans, but classical music enthusiasts and users with similar artist affi nity, by implementing social listening to break down the demographics more granularly. Through careful targeting, Chalk Global were able to reduce the cost per website click across mobile by 88 per cent, and exceeded the impression target by a huge 193 per cent.
- Belstaff -
For the fi rst time lifestyle retailer Belstaff drove a wholly programmatic approach to the key Autumn/Winter season across the UK, US and Germany. The season was encapsulated by the new Here Be Dragons brand message. The brief: to drive the brand to a new affl uent audience, excite existing customers and encourage brand advocacy. This was executed on high impact, disruptive channels that allowed communication with both new and existing Belstaff customers. Chalk delivered across PMPs and selected white lists with a range of innovative ad placements, including seamless video. The campaign drove three times more ad impressions than forecast, with the direct response element driving 10 per cent more ROAS. A third of prospective consumers converted after 12 days of fi rst seeing a banner, confi rming the success of the campaign.
ROAS 10%
53 issue 30 summer 2017
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