Programmatic solution for luxury watches brand

INTRODUCTION

Client: Luxury men's watches manufacturer

Task: Brand campaign for interest attraction to the new luxury watches model line

SOLUTION

1. Setting targeting options to segment the most broad audience that could be interested in luxury watches, using the following configuration:

  • male users, aged 30+, high income, decision-making positions at work
  • female users, aged 25+, visiting luxury events, clients of expensive boutiques, fashion houses, beauty salons - those who could be looking for a gift for a spouse or a partner

2. Contextual targeting to the websites:

  • dedicated to the news and business topics
  • containing information of products and services of premium segment
  • dedicated to premium class cars reviews

3. Using advertising possibilities of social media - Instagram ads in the news feed with carousel gallery.

4. Utilizing retargeting for users who spent more than 2 minutes on the client's site or viewed more than 3 product cards with watches.

5. Configuring frequency capping - dislaying ads no more than 11 times for one unique user.

RESULTS

  • Target audience coverage amounted to 91,5%
  • Organic traffic volume increased by 192,3%
  • Brand inquiries volume increased by 3,17 times