THREE SECONDS THAT REVOLUTIONISED RETAIL

TitleTHREE SECONDS THAT REVOLUTIONISED RETAIL
ClientTARGET AUSTRALIA
Product / ServiceTARGET AUSTRALIA
CategoryA08. Data Insight
EntrantSAPIENTNITRO Southbank, Vic, AUSTRALIA
Idea Creation SAPIENTNITRO Southbank, Vic, AUSTRALIA

The Campaign

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.

Creative Execution

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.

Credits

Name Company Position
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
Luis Lee SapientNitro Designer
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
Phil Otley PwC Partner
Tim Lovitt Target Associate Director
Rob Chan PwC Manager
Briony Oayda PwC Associate
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