SHORT SUMMARY
Our Quick-Step case shows the enormous potential of data-driven ads, not only for remarketing purposes, but also to use prospection audiences. Together with all partners involved (Unilin, AdSomeNoise) we conquered many hurdles to pull this hyper personalized campaign off. We managed to bring a simplified but smart Quick-Step catalogue to the customer via a personalized banner as this campaign is adaptive to every phase of the customer journey. This resulted in a very relevant and impactful campaign.
THE PROJECT
Quick-Step presented us with a major challenge: build an always-on campaign using display advertising that shows Quick-Step products in a visually appealing way and helps people find flooring that meets their needs.
We started the project by analysing the current website. Results revealed that people had a hard time choosing the right floor when faced with 391 different floors choices. Dark or light, birch or oak, living room or also the kitchen? The wide variety made it hard for users to know where to begin their search.
Analytics also showed users were getting lost on the website, as traffic was all over the place or even in loops. On top of that, we learned that even picking the right product category was not easy for customers.
Our solution? To create an interactive data-driven campaign that brought the Quick-Step experience to the customer, no matter where they were in the customer journey. We wanted to reach customers who are actively looking for flooring but not yet acquainted with Quick-Step, as well as customers familiar with Quick-Step’s flooring options. Our campaign aimed to cover every stage of the customer journey with one single, adaptive creative concept automated from a single feed that operated as the backbone. We chose to deploy a Dynamic Creative Optimised campaign that would serve as an always-on performance pipeline.
Here are some concrete examples to make it more tangible:
- Emily is looking for new bathroom flooring but is not familiar with Quick-Step. We targeted Emily using an interactive banner to guide her through the process of choosing a floor, all while capturing data and building audiences at the same time. Based on Emily’s room and colour choice in the ad, we provided her with five different water-resistant vinyl floors from Quick-Step's product feed. Enriched with CRM data, these preselected floor options appear on the end-frame of an interactive carousel. When clicked on, the ad brings Emily to a dynamic landing page explaining her five floor options in detail.
- Quick-Step is on top of mind for David, as he is a loyal fan of the brand's cycling team. Eager to renovate his living room floor, David has already visited the hardwood floors web page on the Quick-Step website. We retargeted David by showing five pre-selected hardwood floors that best meet his needs. If he wants to discover other colours or rooms choices, all David has to do is click on the "Get Started” button in the banner.
- Sophie is dreaming of renovating her kitchen, found the perfect laminate floor and added it to her favourites section on the Quick-Step website. We showed this floor and a clear call-to-action button with directions to the closest Quick-Step dealer, using a location API.
RESULTS
There are two ways of looking at the results of this campaign:
1) We committed towards the client to achieve some clear performance results. The three main elements we measured were:
- How many defaults we were serving. The objective of DCO is to run personalised ads, therefore we wanted to keep our default serving rate as low as possible. The default rate for remarketing decreased from 52% to 38% since we’ve implemented the campaign. The default rate for prospecting is of course 100% as we don’t have any data to show a non-default banner to them.
- How many customers went through the full funnel on the banner. We’ve implemented rich media events in our banners to make sure we were able to track the number of times that a user interacts with a specific part of our rich media banner. We’ve seen the % of users going through all the banner steps from 33% to 51%.
- Click-through to the website to monitor if people are interested in more details on the floors. We’ve seen the overall campaign CTR increasing from 0,17% to 0,44% due to in-banner improvements. We’ve also noticed that the banners work very well for prospecting as the CTR goes up to 0,65%.
2) Achieve these business objectives by developing the next generation of personalised & relevant advertising.
Edith Denys
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