Understanding the importance of relevancy with shifting Australian consumer behaviour, BWS asked us to deliver a campaign to new and existing customers promoting their three core pillars of convenience, value and range.

BWS wanted to:

• Deliver a positive ROAS deduped alongside existing channels
• Leverage a single partner for all their programmatic activity
• Align their programmatic activity with a fast-moving marketing and trade calendar keeping it current with weekly initiatives of their key products

What did we do?

Our proprietary technology is one of only a handful marketing platforms that can seamlessly link creative intelligence, audience intelligence and investment intelligence for fully optimized delivery through programmatic advertising.

This means we were able to build a bespoke decision tree that would influence image and message and message combinations instantaneously, and test which combination worked best in real time against different subsets of BWS audiences across key trade activities.

And with access to our platform, BWS had full control of design and branding at full transparency. We used a dynamic strategy for this campaign that created seamless user experiences with decision tree.

What was the result?

We surpassed our targets, delivering a positive return in ad spend in just 10 days (20 days ahead of schedule). We also hit an ROI of 6:1 and a 6% higher average order value across new and existing customers compared to other channels.

What did the client say?

“We tasked Crimtan to create relevance and recall with messaging that was specific to each new and existing BWS customers at a specific time, location and the right product based on their interest and intent.

And to make things even more challenging, we asked them to hit a positive ROAS by the end of month one, deduped through our own attribution platform.

They exceeded our targets and we were very happy with the results.”

Download our full case study, including details of how we achieved a 6:1 ROI and what we learned from the campaign.

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What was the brief?

Alcohol manufacturers RumChata wanted to drive brand awareness of their product and encourage their target market to consider purchasing it.

What did we do?

We set up a target user pool of users most likely to purchase the product who were within the vicinity of key store to drive consideration and footfall. The target audience was women aged between 25-40.

To ensure we were targeting the right users we analysed the data from the UK electoral roll, land registery and online consumer behaviour. We then overlaid this data with contextual data targeting female heavy content to further refine activity.

Dinner parties were identified as the strongest trigger for purchase so we identified and targeted users who were planning a dinner party and looking for inspiration.

We used a custom keyword list to ensure we were reaching the right users, using terms related to dinner parties, recipes and cocktail recipes. We also targeted within the two retailers’ postcodes.

What were the results?

We more than doubled the clicks you would expect to see for the number of impressions served, based on the UK average.

What did we learn?

We achieved the best response rates when reaching users at home as they were planning the weekly shop.

The best performing audience were aged 25-34. These drove the highest engagement rates. Parents also engaged well.

The best performing day of the week was Monday and the best performing time was 11am. The top performing audience interests were:

• Travel
• Getting married
• Popular culture
• Family and baby

Why we’re proud of this campaign

We’re proud of the standard of expertise we offer when planning and managing campaigns.

With a detailed, driven approach we are able to develop campaigns for our clients that deliver against key KPIs, which we have seen translate to in-store sales – as we see here with RumChata.

Our strategy has also helped other brands – including Moss Bros, Miss Selfridge, Red Carnation Hotels, South Africa Tourism and more – surpass their campaign targets. You can read all our case studies here.

Download a free PDF version of our RumChata case study below.

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