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The organization that they chose is Yallo, which is a telecommunications company based in Switzerland, and their objectives were to acquire more customers and establish more efficient campaigns. The organization was thus able to grow key performance indicators through the integration of a direct response campaign with a brand awareness campaign while utilizing the Meta’s conversion lift studies.
Objective
Increase customer acquisition and improve campaign efficiency.
Platforms
Meta
Strategies Used
Dual campaign strategy (sales and awareness objectives), conversion lift studies, Advantage+ placements
Results
25% incremental share of purchases, 60% lower cost per incremental add to cart, 62% lower cost per incremental purchase.
Increasing customer acquisition and improving campaign ROI in a competitive market.
Dual Campaign Strategy
Implemented both sales and awareness campaigns.
Advantage+ Placements
Measured the incremental impact of the brand awareness campaign.
Expanded campaign strategy to include brand awareness focus.
25% incremental share of purchases, 60% lower cost per incremental add to cart
62% lower cost per incremental purchase.
Yallo was able to clearly show the benefits of using the dual campaign approach in increasing the flow of clients while at the same time increasing the efficiency of the campaigns. Thus, the synergy between direct response and brand awareness led to the overall improvement in the company’s indices. This case study also brings into focus the concept of integrated marketing approach and shows the significance of measurement and improvement processes in the accomplishment of business objectives.
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