Elespacio

Next stop: Google Marketing Platform

Victorinox approached Elespacio to help them move their display advertising campaigns to Google Marketing Platform. That meant providing both technology as well as creative and media support. We partnered with DQNA (Google Certified partners and resellers) to get the job done.

Creative and media working together like a Swiss knife

What made this project collaboration so unique and successful was the complete integration of creative and media. Elespacio and DQNA worked side by side as one team at every phase of the project from strategy, design and build of creatives, to the set up of campaign manager and DV360, as well as the daily management of dynamic campaigns on Google's DSP (demand-side platform).

All the tools you need – going for GMP ́s full potential

Implementing Google Marketing Platform

We implemented Google ́s GMP technology starting with Studio, Campaign Manager and DV360, in order to run dynamic and real-time bidding campaigns for prospecting and retargeting on Google’s extensive DSP. Good implementation is key to delivering on campaign results, especially when it comes to floodlights activities, audiences and reporting configuration on Campaign Manager.

Mid and lower funnel strategy

Our ambition was to reach the technologies full potential to deliver highly relevant messages to the right user in real-time. Our funnel strategy had two key campaigns: a mid-funnel one targeting custom affinities with an inspirational message aimed at letting users discover Victorinox collections on the website. The second campaign re-targeted users with products they had shown interest in when visiting Victorinox.com.

Mid-funnel – prospecting

• Target custom affinities and purchase intent
• Organise by product categories
• Address user segments
• CTA: discover collection

Lower-funnel: retargeting

• Audience lists based on website interaction (Floodlights)
• Ads show product seen or added to cart
• Conversion driven

Tools used (for visuals)

• Campaign Manager
• Studio
• DV360
• Tag Manager
• Data studio

The special gadget – Data visualization & reporting

To support the client team with monitoring results and reporting, our team built simple and effective data dashboards using Google Data Studio. Among the reporting metrics were ROI, CPA and conversions. Good data visualization is meant to provide a clear storytelling in a modern and engaging way, by highlighting what's important and allowing for actionable insights and conclusions.

More relevance, better results

When we compared their results from previous display campaigns with the dynamic one running on GMP,  we saw a significant increase in the KPIs across the board. It’s official: better targeted and personalized messages lead to better results!

The dynamic video ads that we created for the multinational fashion e-tailer Zalando show the magic that can happen when data feeds creativity.

As a pioneer in marketing personalisation, Zalando is investing heavily in automation. This is with good reason: dynamic ads are more engaging and provide the best experience for customers, enhancing their loyalty and building interest in your brand. According to Think with Google, customers are 40% more willing to spend more when their experiences are highly personalised.

As part of its marketing strategy, Zalando is extending this into the realm of video ads. It’s putting investment into understanding how its audience engages with its YouTube video campaigns, and using its learnings to improve performance – whether that means new customers or more conversions. Our job was to create the video templates that were up to the task.

How the magic works

These templates “suck in” text and images from an online folder and then render them in batches in different variations according to the target audience. The video engine can also run on an online server, which means these dynamic videos can be rendered on-demand. A dramatic improvement on the previous generation of video template ads which were basic and difficult to automate.

Free to be

A key value for the Zalando brand is “freedom to be”. In line with this, our creative approach was to champion individuality, creating each template with its own distinctive look and feel.

After interviewing the client, we discovered that Zalando’s customers are aged between 18 and 45, so we decided to divide the templates into three age groups (18–25, 26–35 and 36–45). We also divided the audience into two groups: prospecting and redirecting, and then came up with six creative concepts.