Brand Campaign Craftmanship
Before activating any digital activity, persona research was conducted to help us identify three main audiences worth targeting: the home interior lover, the techie and the music buff. And because each persona resonates with different touch points, we proposed leveraging several digital channels at once; Social, Programmatic, Spotify and traditional Google.
With the help of tightly targeted social media advertising, we used beautiful creatives alongside simple copy that reflected the acoustic sound of Ruark to get in front of our personas.
We paired this with Programmatic ad targeting which was crucial to the campaign’s success. By availing of both dynamic retargeting and video programmatic campaigns we were able to get in front of both new and existing users who displayed interest in Ruark. Users were smartly shown the product they visited on site across the web which would encourage them down the sales funnel.
Spotify stood out to us a core channel that would complement the brand and showcase their brand heritage. We launched a Spotify audio advert during the campaign, targeting specific genres and moods that complemented our personas.
Google advertising (Paid Search+ Display) was introduced because we identified search queries for audio products increased during the latter end of the year. So to capitalise on increased user interest, we utilised ‘sound/audio’ related keywords and ‘home interior audio’ keywords knowing that our personas would search for them.
Decora is among the UK and Europe’s leaders in the design and manufacture…
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