February 16, 2023
Digital
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A case study by the Gazprom-Media Sales House and Snow Queen: How to boost the average revenue per client and optimize a brand’s media investment
The Gazprom-Media Sales House, GPM Data, and the Snow Queen store chain implemented an advertising campaign based on OFD data and the retargeting of the CRM audience. This case study explains how to generate key segments and evaluate sales lift.
Tasks
- Attract a new, younger, and more solvent audience, including customers of competitors and withdrawn brands.
- Optimize brand media investments using effective point targeting.
- Increase the brand’s revenue through the growth of key sales indicators.
Idea
In October 2022, the Snow Queen store chain introduced its new Limited Edition collection. The brand has produced limited collections for several years. They are distinguished by their fashionable, young style, use of premium quality materials, and cost, which is higher than that of the brand’s main collection.
The Gazprom-Media Sales House and GPM Data, the consolidated center for big data operations at Gazprom-Media Holding, analyzed information on purchases in a given price segment and identified the most effective audiences for targeting. The campaign’s key creative approach was an advertising video reflecting the collection’s advantages: it is trendy, daring, and made of natural materials.
Solution
Audience
The audience was selected for targeting via the analysis of purchase data from the OFD and Snow Queen CRM brand databases. Four groups were formed, taking into consideration geography, purchase amounts, and the retail chains where transactions were made
- offline and online purchases of women’s clothing with receipts of 20,000 rubles or more
- buyers of competing brands in the corresponding price category of women’s clothing, shoes, and cosmetics
- purchases via competitors’ applications
- Snow Queen brand buyers with high average spending
Mechanics
The advertising campaign ran from October 6 to October 28, 2022 on the digital platforms of the Gazprom-Media Holding. The digital tools of the TNT, TV-3, Friday, Match TV, and NTV TV channels and Rutube, Premier, and Sportbox.ru were used for ad placement, including via the MT_FREE Wi-Fi network on the metro and ground transport in Moscow.
The audience segments generated allowed point targeting and attracted a new, relevant, and, most importantly, solvent audience. The retargeting of CRM clients allowed the introduction of buyers to the brand’s outstanding limited collection and urged them to make purchases.
Results
Following the advertising campaign, the Snow Queen brand’s sales-lift was analyzed among the test and reference groups. The study results showed growth in sales indicators not only for the advertised Limited Edition collection, but also for the brand’s main collection and helped to determine the portrait of the most active audience:
- Brand revenue increased significantly, by almost 12%
- Average revenue per buyer grew by more than 6%
- Sales and number of buyers increased by more than 10%
- Purchases of the advertised product increased by almost 1.5%
- The most effective audience for the advertising campaign included women aged from 25 to 34 years old with average or high incomes.
The case of the Snow Queen brand shows that ad placement on Gazprom-Media’s digital platforms can be even more effective in combination with precision targeting of audience segments based on big data. We were able not only to influence the growth of sales indicators, but also to optimize the client’s investment in advertising in the outreach-focused OLV campaign. We also carried out a joint study. For advertisers, this is an opportunity to receive deeper analytic data, and we are always happy to enter into partnership in such cases.
The big data audience segments in fashion retail allow cross-channel advertising communications to be set up with a high level of targeting and affinity. The Snow Queen campaign has proved the effectiveness of using big data on purchases with a conversion into the growth of sales indicators within a short time, taking into account the audience selectivity factor.
The “Better less, but better” approach appeals to us very much! With outreach campaigns, there is always a desire to maximize the audience, attract visitors and subscribers, and buy ready-made segments based on interests. However, for us as a retailer, buying activity and client solvency are and always will be the key parameter. In this regard, our joint decision with our partners to use OFD data and big data on our loyal buyers turned out to be workable and measurable. It should not go unnoticed that GPM Data has a broad pool of partners working with OFD data, which ensured we had the widest possible segments, and the high-quality tools of the Gazprom-Media platforms are always a guarantee of brand safety and the absence of fraud surprises.
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