CASE STUDY: Epson increase online presence in UK & Germany
Provided by Specific Media
Epson selects Specific Media to increase their online presence and boost sales of their domestic printer products.
What was the Challenge / Background of the Campaign?
Epson is a global leader in imaging products including printers, 3LCD projectors and small- and medium-sized LCDs. With an innovative and creative culture, Epson is dedicated to exceeding the vision and expectations of customers worldwide with products known for their superior quality, functionality, compactness and energy efficiency. The company's digital agency, Agenda21 came to Specific Media with a brief to increase their UK and German online presence to engage with their target market and drive sales of key products.
What was the Campaign Objective?
- Increase Sales & Revenue between February 2009 & March 2010 across Epson's UK and German product ranges.
- Deliver a cost effective campaign in terms of ROI.
- Drive traffic and increase brand awareness of the Epson product range across two of its key markets, the UK and Germany.
What was the Solution?
Specific Media's UK and German teams created a behavioural, contextual and retargeting campaign to achieve Epson's objectives across these key markets. Behavioural and contextual targeting was used to generate awareness of the Epson brand as well as target 'in-market' users for the product, maximizing efficiency and driving sales. Pixels were implemented on the Epson website in both the UK and Germany to retarget users and drive them through the purchase funnel. An ROI target was set for Specific Media to achieve and aim to exceed.
What were the Results?
Additional behavioural and contextual categories were continually tested to ensure optimum efficiency for the campaign. Some of the best performing behaviours were in the Electronics / Technology and Online Shopping categories, with the campaign optimised accordingly. Regular reports were set up from Agenda21 to Specific Media to continually monitor ROI performance and help drive optimisation. Results shown that ROI in the UK was 150% over target and 65% over target in Germany.
What were the Key Learnings of this Campaign?
"In January, a placebo test was run to gauge the effectiveness of Specific Media's display campaign. Out of the total Sales generated by this campaign, 1% were deemed as base line sales which would have happened irrespective of the activity, as users were not exposed to the Epson creative. In other words, 99% of sales were made by users who had been exposed to an Epson ad on the Specific Network." Chris de Cruz, Account Director Agenda21.