Global always on retargeting campaign

Global
always on
retargeting campaign

with

The Goal

Elespacio, as DoubleClick partner, has been working with Nespresso markets to build dynamic retargeting campaigns based on DoubleClick technology. The framework we built for them is an always-on tool that delivers customized messages to users who have engaged with Nespresso’s website, with the aim of bringing them back to the site and closing conversions for coffee, machines and accessories.

The dynamic framework allows Nespresso markets to activate different retargeting campaigns, with both generic and campaign-specific messages targeting specific audiences (coffee, machine and accessories users), and have them run in parallel.

It’s also possible to A/B test the creative while optimizing performances on the go. As well as displaying products that users had seen, added to cart or purchased, it can integrate complex creative strategies based on data signals such as the weather, day-parting and geo-location to show personalized ads.

All together now

It was, as ever, a collaborative process. Acting as the creative agency, we worked with the client and the markets performance agency to define the retargeting strategy, find out the requirements and definitions for the campaign, and plan for production.

Once the strategy was clear, our task was to create the storyboards, the dynamic HTML templates and the asset library, and design and populate the feed. Then we set up the dynamic profile and carried out quality assurance.

Getting creative

While our technical team worked on the feed, our designers got to work on the storyboards. We devised a range of retargeting messages, from the generic, based around the coffee or the machines, to the campaign-specific focusing on Black Friday or “Awaken Your Senses”.

Once the designs were approved, we started to produce the assets that would populate the dynamic banners – between 200 and 300 assets per campaign. To produce this huge number of assets we had to work smart and efficiently, so we created a complex automated source file monitored by a rigorous QA process.

The dynamic framework

While the creative work was going on, our technical team built a dynamic feed based on DoubleClick technology, robust enough to accommodate several campaigns running at the same time.

This dynamic feed builds audiences from remarketing data using floodlights (it can also use other platforms such as GA 360 or DBM) and relies on “moments” to trigger and stop messages automatically. You can also split the budget for two or more campaigns that share the same audience, such as homepage visitors.

Gold circle

The dynamic feed checklist

  1. Period

    Sets start and end date for campaigns

  2. Schedule

    Sets daily slots (morning, afternoon and evening)

  3. User Interaction

    Defines the floodlights values for key user interactions (viewed page, added product)

  4. Banner Data

    The criteria for ad selection is set up combining audiences, data signals and exit urls

  5. Campaign Set-up

    Defines banner sizes, asset library location and values for banner animation, number of frames, loops, etc

Always on and always fresh

We faced an interesting challenge with this project. How do you produce creative that’s ‘always on’ at the same time as being interesting, non-repetitive and relevant?

The answer was to design and develop a template with a robust HTML structure that was flexible enough to display unique-looking ads, no matter the campaign. Animations were dynamically triggered through an independent file and each campaign had its own unique style, look and feel.

The Dynamic Template

  • Logotype

    Nespresso branding usually has a fixed position but it can be adapted

  • Imagery

    All assets are dynamically pulled from the asset library, and each campaign has its own set of unique images

  • Claim

    Each opening frame has a unique message

  • CTA

    We made the call to action stand out by adding a unique background and hover colour
    for each
    frame

“Setting up the dynamic campaign was a real challenge; it started off as something small, built for the purpose of testing and then it turned out into a great project. Our local and international campaigns reported back good results. The positive outcome is a direct consequence of Elespacio’s proficient work in collaboration with NeoOgilvy and their skilful planning of campaigns and audiences.”

ANA BARRAL

MEDIA & DIGITAL MARKETING SPECIALIST, NESPRESSO

The results are in

When we compared a conventional retargeting campaign from 2017 with the dynamic retargeting ads of 2018, we saw a significant increase in the KPIs across the board. It’s official: better targeted and personalized messages lead to better results!

Impressions up by 52%

capsule capsule 52% bigger

Total conversion up by 51%

capsule capsule 51% bigger

CTR up by 23%

capsule capsule 23% bigger