SUCCESS STORY

In order to meet their business objectives, the Moulinex teams chose to trust Numberly with their programmatic media activations. Numberly’s data marketing specialists, media traders and data scientists have worked side by side in order to build a three-fold campaign, thus representing the brand throughout the conversion funnel. This content scenario is combined to a refined targeting strategy that leverages contextual data inventories, Google affinity data and SEB Group’s proprietary data, recorded within the Customer Data Platform (CDP) set up and operated by Numberly.

The audience and content strategy is therefore adapted to each stage of the journey:

• The Awareness phase aims at boosting awareness of the Companion robot. TrueView and VOL videos delivering aspirational brand messages were shown to relevant profiles identified either by Google data (Youtube channel viewers of the brand or Food ecosystem), by contextual inventory strategies, or by the act-alike Hawkes algorithm, developed by Numberly.
• The Consideration phase aims at creating purchasing intentions for individuals who have already expressed interest in the product. Banners showcasing the product’s strengths are shown to those who have viewed the content distributed in the Awareness phase, but also to prospects identified via SEB Group’s CDP.
• The Purchase phase aims to convert the engaged audience via incentive messages to retailers. The preferred formats for this phase are display banners and emailing.