In most cases, brand advertisers deliver their display campaigns based on classic targeting approaches. In collaboration with the agencies, marketing managers define relevant but abstract target groups in order to derive a sociodemographic targeting (age, gender, net household income, etc.). For fast moving consumer goods (FMCG), i.e. everyday products, this may seem to be sufficient at first sight, as the focus on existing product interest is not expedient here, while the opposite applies to high involvement products. Nowadays however, even in the case of FMCG, there are more creative and thus effective targeting concepts that can be considered.
In close collaboration with our customer, Pernod Ricard Germany, whose product range includes the brand Jameson, we operationalized the target group via interest-based custom segments and compared the results of the campaign with a "classic" targeting concept.
Jameson is everything but a classical whiskey. The brand stands for alternative whiskey enjoyment, quality, and genuineness. As a lifestyle brand, Jameson embodies the modern Ireland and aims to enthuse not only bartenders but also, and above all, young, urban consumers in trendy German metropolises. By launching the campaign "Jameson & Ginger Ale - Just add friends", Pernod Ricard not only communicates its signature drink, but also the moment of consumption - namely when spending real quality time with friends.
The laid-back appreciators and down-to-earth socials (LADS) are urban "hipsters" - educated, demanding trendsetters leading a spontaneous and confident life off the beaten track. They are pleasure-seekers with a high online affinity, they like vintage clothes and enjoy going to pop-up stores. They enjoy craft food and beer, and attach a certain value to craftmanship and quality. They usually live in large cities, are predominantly male and aged between 25 and 34. A precise definition of the target group. Our task was to address this group just as precisely.
The campaign aimed at attracting awareness to the whiskey as well as to the signature drink. The central claim of the brand is: "Jameson & Ginger Ale - Just add friends". To pick up this idea during the advertising campaign, the Jameson ship was built - a houseboat whose values represented individuality, style and craftmanship. Visitors of the website had the opportunity to apply, together with a group of friends, for a two-day boat trip. Twelve winners were selected to go on board. In order to address the right users, several interest-based custom segments were built, based on subject areas that are important to the target group. To this effect, we identified a positive sample of cookies based on their specific interests and subsequently calculated statistical twins on the basis of these semantic profiles. Overall, we managed to create six individual segments. In the course of the campaign delivery, we added a sociodemographic segment acting as a control group. In total, three different advertising sets were employed, and seven targets were addressed. One of these segments was „Upcycling“. As mentioned before, LADS attach a high value to individuality and craftmanship. Hence, a segment was created on the basis of users that associate DIY subject with design and sustainability, and are interested in stylish and homemade furniture - e.g. how to build individual shelves out of old skateboards.
During the campaign we continuously addressed users of the seven segments and conducted performance analyses. We particularly considered, just as with other branding campaigns of this kind, engagement metrics (e.g. average dwell time on the landing page) as well as the costs per engagement (e.g. costs per site visit). We also analyzed the individual performances of the segments. Even in the absence of a specific performance objective, such as the increase of online sales, the quality of a campaign should constantly be evaluated. A brief insight into the campaign results shows the overwhelming benefits of this approach: The average dwell time of the website visitors addressed via our segments was 12.4 times as long as the dwell time of the control group (sociodemographic segment) (see Fig. 1). In contrast, the total costs (targeting plus media) per website visitor were found to be around 67% compared to the control group - despite the higher targeting costs resulting from the deployment of custom segments (see Fig. 2). It is clear that, in most cases, it may be misleading to focus solely on the purchase price (CPM) if the quality of the generated traffic is not taken into account.
Average dwell time on the website (seconds)
Control group 3.9 Segments 48.2
Fig. 1: Average dwell time of the generated website visitors in seconds
Cost per website visit (indexed)
Control group 1.0 Segments 0.67