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Jameson

WHEN URBAN HIPSTERS START IN SEA

jameson_2

Initial situation

WHEN URBAN HIPSTERS START IN SEA

Brand advertisers use for their display campaigns in most cases classic targeting approaches. To do this, marketers work with agencies to define relevant but abstract target groups and derive what is often sociodemographic targeting (age, gender, net household income, etc.).

In the case of fast-moving consumer goods (FMCG), i.e., goods for everyday use, this may so far appear to be sufficient, because in contrast to high-involvement products, it is not expedient here to concentrate on a concretely existing product interest. However, more creative and thus more effective targeting approaches are now also available for FMCG products. Together with our client Pernod Ricard Germany and their brand Jameson, the target group was operationalized via interest-based custom segments. To mneasure the success, we compared the results of the campaign with a "classic" targeting approach. Jameson is anything but a classic whiskey. The brand stands for alternative whiskey enjoyment, for quality and authenticity.

As a lifestyle brand, Jameson embodies modern Ireland and, with its signature drink "Jameson & Ginger Ale," aims to inspire not only bartenders but also, above all, young, urban users in Germany's trendy metropolises.

Solution

GENERATING AWARENESS
The aim of the campaign was to generate awareness for the whiskey and the signature drink. The brand's central claim is "Jameson & Ginger Ale - Just add friends." To incorporate this idea into the advertising campaign, the „Jameson Friend-Ship“ was built, a houseboat that placed great emphasis on individuality, style and craftsmanship. Visitors to the website had the opportunity to apply for a two-day boat trip together with a group of friends. A total of twelve winners were selected, who were then allowed to go on a boat trip together. In order to target the right users, several interest-based custom segments were formed, based on subject areas relevant to the target group. 

To do this, we identified a positive sample of cookies based on their specific interests and calculated statistical twins based on these semantic profiles. In total, this allowed us to create six individual segments. A socio-demographic segment was also added as a control group during campaign delivery. In total, three different sets of advertising material were used and a total of seven targets were addressed. One of these segments was "upcycling." As mentioned, LADS attaches great importance to individuality and craftsmanship.

Results

Over the course of the campaign, we targeted users in the seven segments and continuously analyzed performance.

In particular, as with other branding campaigns of this type, we paid attention to engagement metrics (e.g., average time spent on the landing page) and cost per engagement (e.g., cost per site visit) and analyzed the individual performance of the segments.

Even if a campaign does not have a specific performance goal, such as increasing sales in the online store, the quality of the campaign should be continuously evaluated. 

A brief look at the campaign results shows the overwhelming benefits of this approach: the average dwell time of visitors to the website who were targeted via our segments was 12.4 times longer than that of the control group (socio-demographic segment) (see Fig. 1). The absolute costs (targeting plus media) for a visitor to the website, on the other hand, were only around 67% compared with the control group - and this despite the higher targeting costs due to the use of the custom segments (cf. Fig. 2). It becomes clear that a pure focus on the purchase price (CPM) is mostly misleading if the quality of the generated traffic is not taken into account.

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