Minted has launched this year its brand new award, the AdTech Awards by Minted, which recognizes the most successful players and campaigns in the digital advertising sector in 2022. For this first edition, Numberly has distinguished itself in 2 categories among the finalists thanks to two marketing innovations with Signify from Philips Hue and Kiko Milano.
Numberly, Philips Hue, Amazon & Kiko Milano, winners of the AdTech Awards 2022
Gold award in the 'Retail Media Device' category for Signify and Amazon Marketing Cloud, and bronze in the 'Social Media Device' category for Kiko Milano.
Category Retail Media - Gold Award
In the Retail Media category, Numberly was awarded a Gold Award for its use of Amazon’s Clean Room (Amazon Marketing Cloud) in a campaign for Signify, Philips Hue.
AMC enabled us to remove barriers to measurement by bringing together multiple sources of activation data within a single research scope for the first time. To do this, we developed customized studies:
- A study of the overlap of exposures and conversions between our activations
- A multi-levers study to determine the impact of exposure to one or more levers on the conversion rate
- A study to understand the impact of the position of each lever in the conversion path
Here are the insights: it turns ed out that only 10% of people exposed to Sponsored Ads were also exposed to Display, that the purchase rate is multiplied by 5 when exposed to complementary ad formats, and that more than 50% of purchases are generated by people who have been touched by at least 2 levers.
Category Social Media - Bronze Award
In the Social Media category, Kiko Milano and Numberly’s collaboration was awarded a Bronze Award. This social media campaign allowed us to increase awareness and engagement around the Unlimited Double Touch lipstick, which was celebrating its 10th anniversary.
The campaign was a real success thanks to the combination of 4 distribution channels: Facebook, Instagram, TikTok and SMS.
The product was quickly sold out in offline outlets, and this success translated into solid results online:
- 10% of filter users took a screenshot
- 21 seconds is the average time spent using the filter
- 50% lower CPC compared to previous KIKO campaigns in 2022
- 400,000 engagements on Meta ads
