DIY Brand

BRAND

DIY Brand

Through a staged DSP approach, we combined audience targeting, retargeting, and ongoing optimisation to unlock new-to-brand growth, improve efficiency, and deliver standout ROAS above category benchmarks.

PROBLEM

Launching onto DSP and overcoming a difficult sub-category to drive awareness and consideration due to low brand affinity. Driving top line sales growth with an ROI of >5 despite being a DSP-only client. Pivoting focus to other products due to best seller stockout.

SOLUTION

Building a staged plan which spanned 3 months to build a strategy, optimise campaigns, and create a long-lasting impact.

Month 1: Building Strategy

Creating a full funnel strategy to build brand awareness, consideration and drive conversions
Measuring New-to-Brand metrics to drive incremental engagement, while balancing ROI
Targeting lifestyle and in-market shopper segments to increase new-to-brand traffic
Retargeting shoppers who had seen the brand’s product within search results to increase conversions

Month 2: Refining and Retargeting

Refine targeting using AMC and SQL solutions to uncover customer profiles, identify high-value audience segments and path-to-purchase
Re-target new-to-brand viewing customers to drive incrementality
Adjusting bids by day and hour to optimise for varying performance

Month 3: Moving Forwards

Continuing AMC and SQL refinement to increase ROI and T-ROAS

RESULTS

Month 1-2:

+226% increase in DSP CVR

Month 3:

Beating client target ROAS using full budget

ROAS above Amazon category benchmark and above 90% percentile of category advertisers

DSP ROAS above sponsored ads ROAS

+30% increase in total sales