As the pandemic fuelled the demand & need for FMCG products, the category became saturated and competitive. TPW wanted to make sure we were driving growth, aligning efficiency, and accelerating new customer acquisitions.
When strategizing our always-on DSP, we wanted to utilize more creative excellence within our campaigns. Instead of using a standard format, we wanted to segment out our strategies to reach both loyal and new consumers in a more tailored way. Being an audience-first agency, our campaign structures are segmented out per audience group, meaning we have the control to dynamically optimize creatives against them.
With the approach with New Year New You in January 2022, Protein Works wanted to increase branded content to enhance education and traffic in a high traffic period. We therefore assigned creatives against audience groups, a branded static ad was used to drive new customers to a brand store tailored landing page providing USP insights and educational product content, whilst a standard purchase ad was used to drive loyal consumers to the product page to convert. These landing pages were implemented to be tailored against the consumer being targeted, providing them with the right creative, at the right time, with the right product. Utilizing Amerge View, we segmented out the strategies to allow refined reporting and detailed insights into audience engagement and transparent measurement. We focused on ROAS for loyal & new-to-brand/branded searches for our acquisition strategy.
