increased total revenue growth
decreased media investment in search required to achieve efficiency.
more conversions at a 12% lower cost per acquisition in New Zealand
JUCY came to us to review their current performance media ecosystem. As a key investment JUCY undertakes year long, and with complex seasonality across rental and tourism, JUCY wanted to understand how to best utilise budget across Media and Data.
A secondary challenge was to deliver on stretch targets isolated across multiple business units & countries. With inflation from competitor activity, resulting in approximately 50% increased cost per click, we needed to find a better approach to view our efficiency in search, and combat this annual rising cost.
Tackling this problem started with understanding the life cycle and propensity of consumers to convert through the website. We gathered business performance data and meshed it with our search and media data, giving insights and correlation from valuable consumers, propensity to purchase, and also timing of when this was most likely to occur.
With longer consumer journeys when associated with travel, our goal was to be smarted in converting at bottom of the funnel so we could re-invest in brand and engagement & awareness activity that would build propensity of consumers choosing JUCY when ready to convert.
Understanding the data was useful, however we now needed an implementation strategy across performance media that would now be able to cater towards this. Automated bidding was already in play, but now required a more sophisticated away to approach conversions. iProspect Implemented a proprietary bidding product called Kingston, which allowed real time bidding adjustments across millions of bidding permutations. The methodology also allowed us to view account efficiency in paid search, where we could strip wasted budget, and where we could increase the dial to push more conversions.
The result, is that we immediately started to see cost per click numbers drop, and our conversion rates increase during a very competitive seasonality landscape.
Consumers were able to find rental products timely aided by the assistance from Search. JUCY was able to extract more conversions, with improvements to cost per acquisition, and now re-investing in other key long term brand and consumer marketing activities.
BC&F Dentsu: A Moment Against Silence
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devastating suicide statistics amongst Kiw...
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
BC&F Dentsu: Tower
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
BC&F Dentsu: Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
iProspect: Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
iProspect: Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
Transforming search and performance. Being efficient in bottom of funnel conversions to re-invest into long term business benefits.
AMNET: Air NZ Queensland
Use of dynamic remarketing and granular targeting to drive engagement
Carat: Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.
WiTH Collective: ASB, True Rewarden
Turning a rewards scheme into a Kiwi icon for ASB.
Following the massive success of the first campaign, we brought the True Rewarden back to continue her mission to get more Kiwis rewarded.
Carat: Holden, Putting women in the drivers seat
Car buying, and especially when it comes to traditional, large engine cars such as Holden's, has long been seen as the domain of men. We set out to change that stereotype and deliver fantastic s...
Vizeum: Fletcher Building, Intercepting Tradies
We turned a brand that was originally created as a pilot into a permanent reality and helped change the building supplies landscape in NZ forever.
MKTG: Auckland Homeless Count
MKTG facilitated the first Auckland-wide Homeless Count. On one night in September 2018 the count covered nearly 5,000 square kilometres of Auckland, required 8 sub-regional hubs and more than 1...
Isobar: House of Travel - Better Bucket List
In line with House of Travel’s above-the-line brand launch (Better Together) we invited the nation to Get A Better Bucket List. The campaign centred around an intuitive and intelligent microsite...
Carat: Metlifecare, Bringing life to Retirement Villages
Retirement villages. Moth-ridden, smell like cabbage and jammed with tea drinking old people. Right? Wrong. But this was the perception for Metlifecare, NZ’s third largest retirement village pr...
AMNET: Heineken 0.0%
Use of cross channel targeting to maximise exposure to users' mental availability for the launch of an exciting new product