Goals
Alessi wished to boost sales of its 12 core products during the gifting season (November-December 2019) and bring traffic to the site through brand awareness campaigns.
The most highly performing product was displayed
every day, at all times of day
Context
In order to bolster the brand’s reputation and maximize Alessi’s sales, we recommended a two-pronged strategy that involved, on the one hand, programmatic advertising with dynamic creatives for the core products and, on the other, social media, following the same plan both in Italy and in the brand’s foreign country areas.
For both parts of the strategy, we identified the ideal targets for the brand’s value propositions, thus optimizing the campaign’s efforts.
Approach
We divided the campaign into two stages, marked by Black Friday and Cyber Monday, both in Italy and for the foreign country areas.
We made the most of the potential of Machine Learning to come up with dynamic creatives across multiple formats, which—based on user research and third-party data—identified the brand’s “hottest” products and the times when peak numbers of searches for these were recorded.
The most highly performing product was displayed every day, at all times of day.
The social media strategy for Italy aligned with the programmatic strategy: Videos were released in pairs and refreshed weekly, to avoid lapses of interest; for foreign country areas, on the other hand, the products displayed in the carousel linked to dedicated landing pages. In the foreign programmatic advertising, the targets saw the same rotating static creatives based on sales performance.
An Award-worthy success
The results achieved allowed Alessi to increase its CTR—by 160% compared to the European average—using static creatives and led the brand to win first prize in the Data Driven Campaign category at the NC Awards 2020.
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dynamic creatives?
