Superdry
Using programmatic display to drive increased awareness and sales for Superdry’s A/W jacket campaign.
"Display marketing was a new acquisition channel for us, and with our agency’s help and guidance proved to be a very robust and successful avenue for growth."
The Objectives
Audio Network was generating a consistent number of registrations through paid search campaigns, but heavy competition on brand and generic keywords meant that the cost per conversion was rising. We needed to find a new way to drive growth which would work alongside the existing paid search campaigns.
The Strategy
- We set up a range of display campaign types as a test and ran them in parallel to assess which one would produce the best results
- We tested Gmail advertising campaigns and utilised standard ads on the Google Display Network to compare with historic activity, to reach both new and existing customers
- We trialled smart display campaigns with responsive display ads to drive an increase in registrations and make the ads as relevant as possible for the customer
The Results
- The smart display campaigns generated 722 new registrations
- We increased the conversion rate by 300%
- The cost per conversion went down by 275%
- Click through rate increased by 150%
