A leading retail brand goes
omnichannel with MBuy seeing lift
in purchase intent 741% higher
than Nielsen norm
CHALLENGE
When it comes to winter, the leading retail brand in cold weather accessories, is an
expert at keeping hands and feet warm. To launch a refreshed positioning and
introduce new product features, the retail brand wanted to reach adults 30 and older
without impacting their loyal consumer base and franchise. MBuy partnered with the
leading retail brand to build a cost-efficient media strategy across multiple channels
to generate awareness and drive engagement and sales growth through web and
retail channels.
SOLUTION
MBuy implemented a variety of tactics that focused on a digital foundation consisting
of display, pre-roll, social, direct publisher buys, and included a print campaign.
After analyzing publisher and domain level data, MBuy created separate
tactics aligned with top performing segments including a whitelist that
proved to be the best performing tactic across display placements.
GOALS
Increase awareness of new
product offerings while
efficiently driving
engagement with web and
retail channels to
encourage sales.
Increase purchase intent
among Adults 30+ without
impacting their loyal
customer base.
To avoid wasteful and ineffective spend, MBuy applied extensive
black-listing tactics at the domain and publisher levels.
Leveraging Facebook’s audience reach and targeting capabilities, MBuy
implemented several campaigns on Facebook across different placements
in order to claim a social presence and drive likes & clicks to the client’spage.
After analyzing performance data, MBuy shifted investment to specific
contextual channels and placed a direct buy with Weather.com to reach users
engaging with weather related content.
Once demographic and psychographic profiles were evaluated, MBuy selected
five consumer publications across 14 DMA’s to run the client’s print ad to
maximize reach and exposure.
TO FIND OUT MORE ABOUT HOW YOU CAN LEVERAGE MBUY, PLEASE REACH US AT INFO@MBUY.COM
@ M B U YA D VA N TA G E
M B U Y. C O M
A leading retail brand goes
omnichannel with MBuy seeing lift
in purchase intent 741% higher
than Nielsen norm
RESULTS
From a brand lift study, MBuy’s strategy was found as the primary driver for an 86.7% lift for purchase intent –
which is 741% higher than Nielsen’s Purchase index norm of 10.3%. In digital programmatic, MBuy served 131
million impressions at a $2.92 CPM, resulting in 74% over-delivery of overall impressions. Additionally, Facebook
was an efficient way to increase awareness and drive user engagement – and was extremely cost effective. Overall,
by focusing on developing an omnichannel strategy and leveraging MBuy’s method for continuous optimization, the
campaign exceeded client expectations by optimally utilizing their budget to boost brand lift to meet client goals.
LEVERAGED SOLUTION
CHANNEL POSITIONING
EXCEEDED IMPRESSION DELIVERY
GOALS BY 74%
OMNICHANNEL
APPROACH
PRINT, VIDEO, SOCIAL,
DISPLAY, DIGITAL
DIRECT
86.7%
TO FIND OUT MORE ABOUT HOW YOU CAN LEVERAGE MBUY, PLEASE REACH US AT INFO@MBUY.COM
@ M B U YA D VA N TA G E
M B U Y. C O M