Bridging the Gap Between Brand and Demand
Bloomreach is a marketing automation platform that enables seamless e-commerce campaigns. To build brand equity, Bloomreach came to us to develop a paid media strategy for their first-ever brand campaign and provide strategic content recommendations to balance their need to raise awareness with driving demand via demo requests.
Paid media strategy and creative optimizations
Revamped customer journey and refreshed creative assets to support the campaign
13MM impressions (+30% of campaign goal)
Although the theme of Bloomreach’s campaign was “Be Limitless,” to deliver that message to their e-commerce audiences, we focused on being as specific as possible. By using geofencing, historic data, and targeted job titles, we segmented the exact audiences they wanted to reach and partnered with specialized vendors to deploy the campaign across a multi-channel buy (including digital channels. connected TV, programmatic channels, podcasts, and more).
As this was Bloomreach’s first large-scale campaign, this effort helped us guide them through each step and build scalable workflows. Through a test-and-learn approach, we were able to improve results in real time. And to work more efficiently together, we set up new workstreams to keep our teams connected, improve collaboration, and deliver creative recommendations to increase future success.
After auditing the ad creative and campaign strategy, we recognized an opportunity to expand messaging and incorporate a renewed campaign journey to capture more demand from low-intent and high-intent buyers. This new approach, which helped Bloomreach define MQL and SQL generation, included refreshed messaging, retargeting display ads, and an interactive assessment that triggered an email drip series designed to drive demo requests and serve additional content resources including blogs, product features, and case studies.
This multi-channel approach paid off in a big way, increasing crucial metrics across the board. In the first three months, our paid strategy generated 13MM impressions (beating the campaign goal by 30%) with an average CPM of $10. The campaign also delivered 429K completed audio listens at an average cost of $0.03 compared to the national average of $.05. Results from the renewed campaign journey are still underway as of January 2024.
