Lacoste turned to Numberly to increase its sales during a strategic period. Numberly teams chose an ambitious omnichannel strategy. This advertising campaign included Programmatic Display Advertising, Amazon and Facebook campaigns.
The creatives included multiple ad formats that were broadcast on different devices. Numberly ran tests to determine which creatives were the most effective and implemented optimizations that increased the focus on high potential strategies.
After an analysis of Lacoste’s audience, Numberly segmented their customers according to their behavior.
This analysis led Numberly to divide the audience into three segments :
- Active clients
- Inactive Clients
In order to be able to target each segment through different channels, Numberly matched users through data onboarding. That made it possible to show personalized content to the different segments that had been defined.
Data onboarding also allows Numberly to retarget each customer through different channels in order to increase exposure, especially through Programmatic Display and Facebook Ads.
A huge advantage of retargeting was the ability to adjust strategies depending on the characteristics of each unique visitor.
Teams within Numberly and Lacoste also knew that prospects were a vital segment to target. To acquire new customers, Numberly used several strategies to improve reach. These included whitelists, contextual targeting, data segments and specific deals. All of these strategies were continually monitored and optimized in order to maximize KPIs.
During the campaign, Numberly focused on A/B testing creatives, formats and devices with the aim of achieving the best performance possible for each customer.
At the same time, tests on the different programmatic channels such as Programmatic Display, Amazon and Facebook were conducted to adapt the budget spent on each channel in real time.