Title	MORE DATA THAN YOU CAN HANDLE
Brand	ID
Product/Service	PREPAY
Category	A02. Data-Driven Targeting
Entrant	EIGHTYTWENTY Dublin, IRELAND
Idea Creation	EIGHTYTWENTY Dublin, IRELAND
Media Placement	EIGHTYTWENTY Dublin, IRELAND

Name	Company	Position
Alexis Bouckaert	eightytwenty	CD
Clara Kelleher	Eightytwenty	Account Director
Niamh Haughey	eightytwenty	Strategy & Performance Director
Mark Ennis	eightytwenty	Media Manager
Aine Lucas	Starcom	Search Manager
Rachel O'Brien	Starcom	Client Director
DP O'Keeffe	eightytwenty	Copywriter

The Campaign

Data insights shaped planning, creative optimisation and targeting. Using data from search, social and programmatic VOD/display, we mapped the customer purchase journey and identified the most relevant messaging, at every stage, for every audience segment. Content was tested and all activity was optimised based on the best performing creative at each stage. The audience briefed was 15-24 M&F, through targeting we identified a new audience of 30-40y/o males who purchased more product than the 15-24year olds. We implemented advanced audience segmentation and sequenced creative messaging delivery through a multi-channel approach. Search, display and social teams worked closely together to deliver campaign efficiencies and optimisations on a daily/weekly basis. Through tracking we implemented extensive audience segmentation and expansions, targeting users who behaved most like on-site purchasers as well as competitor customers with targeted messaging. This approach led to increased performance over the course of the campaign, which led to increases in online revenue. We sequenced the delivery of our messaging to align with the purchase journey delivering the right message at the greatest moment of influence. We optimised creative for the relevant journey stage, channel, and consumption, developing a series of short videos that were served sequentially cross-channel.

Data enhanced the customer experience from the beginning as it was used to develop a creative platform that was flexible enough to adapt to various audiences, while maintaining a strong consistent hero message of 'More Data Than You Can Handle'. The insight ensured the brand won the attention of various audiences in a personalised and relevant way. Data was used to create and test over 250 variations of creative against multiple audiences, and identify the most lucrative audiences for expansion. Data was used to understand on-site behaviour and purchase journey behaviour. The integration of cross-channel data enabled us to sequence the delivery of our messaging, ensuring the most effective message was served at the right time to drive behavioural change - from ad engagement to on-site activity, to in-store visits and ultimately purchases. Data drove substantial business results (vs previous period) including: +143% prepay sales +151% ecommerce revenue +9.02% ecommerce conversion rate + 74.26% ecommerce transactions

We delivered critical data driven insight that shaped the campaign in its entirety and led to a data driven creative and media approach for the brand. We identified the audiences most receptive to the product then segmented these audiences and developed personalised creative for each. Creative messaging was sequenced across social, programmatic and search. Through advanced tracking we enhanced audience segmentation and delivered optimised audience expansion, targeting users who behaved most like on-site purchasers as well as customers of our competitors with personalised messaging. Results? +151% Online revenue +9.02% increase in on-site conversion rate +74.26% in online transactions.

A multitude of touchpoints were used to develop rich insight into the various segments including on-site, social, search, programmatic and in-store. Data was gathered at every stage of the campaign, including pre-launch, in order to effectively develop relevant creative, and ensure accurate delivery and audience expansion through advanced targeting. The client briefed the audience as 15-24 year old males and females. Pre-campaign we assessed the behaviour of this audience and used the insight to shape the creative. Through on-going data gathering, interpretation and test campaigns with new audiences, we identified a highly lucrative audience of 30-40 year old males that was outside of the original brief. We developed creative messaging relevant to the new audience, sequenced the delivery of messaging to align with the purchase journey, and created lookalikes to effectively expand our reach. Targeting included: Relevant life stage targeting (new job, new home, students, children at a certain age), age, location, proximity to store, retargeting based on on-site behaviour, retargeting based on engagement with ads, interest based targeting, product interest targeting, lookalike targeting for audience expansion