|Title||THREE SECONDS THAT REVOLUTIONISED RETAIL|
|Product / Service||TARGET AUSTRALIA|
|Category||A08. Data Insight|
|Entrant||SAPIENTNITRO Southbank, Vic, AUSTRALIA|
|Idea Creation||SAPIENTNITRO Southbank, Vic, AUSTRALIA|
|Andy Greenaway||SapientNitro||APAC Executive Creative Director|
|Chris Shoolman||SapientNitro||Creative Director|
|Phil Phelan||SapientNitro||National Strategy Director|
|Aaron Tobin||SapientNitro||Client Services Director|
|Thomas Francis||SapientNitro||Account Director|
|Jon Chin||SapientNitro||Project Manager|
|Derek Van den Hogen||SapientNitro||Senior Art Director|
|Phon Vongdara||SapientNitro||Senior Copywriter|
|Peter Mitchely-Hughes||Target||Head of Loyality & Online|
|Mat Medcalf||Target||Head of Digital Marketing|
|Anna Curtin||Target||Social Media Manager|
|Richard Dalke||SapientNitro||Digital Campaigns Manager|
|Tim Lovitt||Target||Associate Director|
With this Facebook-first use of data, we could target with immense precision. We prepared Facebook ads for a range of products in a series based on each stage of the purchasing journey. We then partnered with Facebook to determine how interested any particular customer was by measuring their interaction with our ads and storing that information in cookies and tags. If we found a customer had liked, commented or even paused to look at for a mere three seconds, they were recorded as elevating their level of interest and served the next stage of ads. Once the process had repeated and elevated a number of times, we finally served them with a strong call to action to clinch the sale.
There were three stages of messaging corresponding to the awareness, consideration, and decision stages of the purchase process. While advertising messaging might often attempt to achieve all three things at once, knowing where the customer was in the path to purchase allowed us to focus our creative on each stage separately. Additionally, the opt-in nature of the method allowed us to exclude those who definitely were not interested and were never going to be. This meant we could reduce clutter on our customers’ social feeds and use the data to only speak to those who were interested.
Target sales reached for the sky with a 1200% return on investment. And we can prove it. Since the ads were served on Facebook, we had access to the names of people who interacted with our ads. These were then cross-checked against purchases of those products with the Target loyalty program. From that, we found a staggering 82% correlation between seeing the ads and buying the product. That means that out of five people who saw multiple ads, at least four went on to buy the product! Furthermore, not everyone uses loyalty cards and not everyone uses their real name on Facebook, making these results only the most conservative estimate we can directly prove.
We could target with immense precision. We prepared Facebook ads for a range of products in a series based on each stage of the purchasing journey. We then partnered with Facebook and used the data to determine at what stage of the purchase journey people were at. If we found a customer had liked, commented, hovered a mouse over, or even paused to look at for a mere three seconds, they were recorded as elevating their level of interest and served the next stage of ads. We finally served them an ad with a strong call to action when they were ready and clinched the sale. We then used the data from the campaign phase and correlated it with the data from our instore loyalty program. We found an 82% match between people who had seen multiple ads and who then purchased that product.