Accelerating Growth with Programmatic
Date
2025
Industry
Lifestyle
Services
Programmatic
Team
ECommerce Marketing
Overview
Since its inception in 2012, this forward-thinking brand has redefined modern lifestyle essentials with versatile and practical products. With a robust omnichannel strategy spanning digital, traditional, and retail channels, the brand has built a loyal customer base and continuously innovates its marketing approach.
Story
Over nearly a decade, the brand has consistently pushed the envelope—experimenting with new platforms and strategies to break away from the reliance on traditional digital giants. A bold programmatic strategy recently culminated in a digitally purchased TV commercial airing during a major national seasonal moment, setting the stage for aggressive customer acquisition ahead of key collection launches.
The Challenge
In an environment of rising advertising costs on legacy platforms, the challenge was clear: reach new, high-value customers across unique touchpoints while driving down blended CPMs. With the spring/summer launch and the upcoming Q4 holiday season in focus, the objective was to dynamically scale awareness and conversion rates without sacrificing cost efficiency.
The Approach
A diversified media mix was the cornerstone of this strategy. By leveraging The Trade Desk, the campaign accessed premium inventory outside of the Meta/Google duopoly, ensuring the brand was present wherever its target audience was active.
The strategy was twofold:
The strategy was twofold:
Awareness
Capturing attention with low-cost, high-volume Display ads and strategic placements on trusted platforms.
Retargeting
Converting interest into revenue through finely tuned retargeting efforts with a robust ROAS of 13.0.
Key Elements Included:
Data-Driven Insights: Historical performance data informed every decision—from creative asset development to precise audience targeting.
Clear Objectives & Budget Allocation: With 60% of the budget allocated to awareness and 40% to retargeting, every dollar was optimized for maximum impact.
Compelling Creative Assets: Hero products were showcased using high-impact videos and imagery, resonating across channels and driving engagement.
Strategic Audience Targeting: The campaign targeted high-value lookalike segments—affluent, fashion-forward, and fitness-oriented consumers—ensuring messaging reached a receptive audience.
Continuous Testing & Optimization: Real-time insights from The Trade Desk allowed for agile adjustments to bidding, placements, and creative messaging, driving down CPAs and accelerating conversions.
Clear Objectives & Budget Allocation: With 60% of the budget allocated to awareness and 40% to retargeting, every dollar was optimized for maximum impact.
Compelling Creative Assets: Hero products were showcased using high-impact videos and imagery, resonating across channels and driving engagement.
Strategic Audience Targeting: The campaign targeted high-value lookalike segments—affluent, fashion-forward, and fitness-oriented consumers—ensuring messaging reached a receptive audience.
Continuous Testing & Optimization: Real-time insights from The Trade Desk allowed for agile adjustments to bidding, placements, and creative messaging, driving down CPAs and accelerating conversions.
TANGIBLE RESULTS:
- Revenue & ROAS: The retargeting efforts delivered over $200,000 in revenue with an exceptional ROAS of 13.0.
- Cost-Efficient Acquisition: The awareness campaign achieved sessions at a CPA of just $0.83, while Display ads excelled at an even lower $0.41 CPA.
- High Engagement: Despite nearly doubling impression volumes during the test period, conversion rates per user remained robust—rising from 44.53% to 48.72%—underscoring strong audience engagement.
- Accelerated Conversions: With impressions per converting user rising (from 13.57 to 24.97) and conversion times dropping, users made faster purchase decisions, enhancing campaign velocity.
- Cross-Channel Impact: Display ads consistently outperformed other formats in both awareness and retargeting, demonstrating the value of well-placed, premium inventory on platforms such as leading news outlets, lifestyle sites, and educational portals.
13X
Return on Ad Spend (ROAS)
+65%
More people reached, as compared to a similar spend on Meta + Google
~2X
Increase in Impression Volume
