About the Brand
Plaeto is a distinguished brand in the footwear industry, offering a diverse range of shoes that cater to both comfort and style. With products available through both online and offline channels, Plaeto aims to establish itself as a versatile choice for consumers seeking quality and durability in their footwear.
Target Audience
The primary target audience for this campaign consists of males and females aged 35 to 54, belonging to middle and high-income brackets. This demographic is targeted across 14 key cities, where digital engagement and purchasing power are notably high.
Campaign Goals
The main objective of the campaign was to enhance brand awareness and consideration among the targeted demographic. By reaching a broad audience and encouraging frequent engagement, the campaign aimed to solidify Plaeto’s position in the market and drive higher conversion rates.
Challenge
In the case of the Plaeto campaign, the issue was centered around the variation in the Video Through Rates (VTR) between these two particular devices, that is, the mobile devices and the CTV. This disparity was a major challenge when it came to the consideration of the efficiency and productivity of the campaign depending on the platforms that were used.
Let’s break down and elaborate on this challenge:
- In mobile devices, the videos in the ‘shorts’ style (content created in a similar way to TikTok or YouTube Shorts) had a higher VTR. This implies that the mobile audience is interested in processed content that can be consumed in short bursts because of their limited time due to mobility.
- On connected TV (CTV) which encompasses smart TV and any device that can be connected to it such as streaming sticks, gaming consoles, feed placements had a higher VTR. This means that when CTV is used the viewing feeds with ads being more acceptable than when they pop up on screen probably because of the relaxed setting that comes with CTV where longer content is acceptable.
Solution
A solution identified in the Plaeto performance marketing campaign was a fluctuating video completion rate (VTR) , that is, the performance on video commercials between mobile devices, and Connected TV (CTV) specifically. The approach was informed by the assessment of users’ interactions on these sites. Here’s a detailed breakdown of the steps and strategies involved:
- Pausing Shorts on CTV: Even though people usually watch short videos, the feed placements were not performing well on the CTV platform as compared to the other formats. Home appliances such as CTV devices that are used at home enable viewers to spend more time watching. Thus, the users of CTV tested were more open to time-consuming content incorporated into the feed as opposed to short flashy clips.
- Pausing Feed Placements on Mobile: On the other hand, mobile devices are used mostly while the user is in-between activities, hence, shorter, bullet-point like content is more appropriate. Long feed placements were stopped on the mobile devices because the feed ads did not elicit the desired impact, possibly because users of the mobile devices are more hurried and bounced through pages more rapidly.
Results
The information and analysis in the case relates specifically to the results section of the Plaeto performance marketing campaign.
- Universe Target Group Reach (90%): This suggests that the campaign went to 14 cities with 90% of the targeted population as stipulated in the campaign details. This high reach percentage is important because it means the campaign was able to reach out to a high number of its target consumers to propagate its brand message.
- Average Monthly Frequency (13.4): This metric was based on the fact that it was the frequency with which each head of the households targeted in the study had come across the campaign ads in a month. A frequency of 13.4 is quite high, this indicates that the firm has been quite aggressive in exposure. This constant exposure assists in driving home the details it wishes to pass to the audience, thus making top of the mind awareness.
- Average Click-Through Rate (CTR) (0.24%): While the click-through rate (CTR) of 0.24% might initially appear modest, it is actually quite favorable when considering display and video advertising for brand awareness and consideration campaigns. This rate is competitive compared to other industries. It indicates how often consumers saw Plaeto’s advertisement and engaged with it by clicking to explore the content further.
- Average Cost Per Click (CPC) (15): This figure gives the average cost of the click throughs that came about through the campaign. So, depending on the market and competition, CPC of 15 could be seen as efficient if these clicks generated a lot of valuable customers’ attention or sales.
- Average Video Through Rate (VTR) (11%): This particular measures the ratio of the impressions to the number of views, more specifically to video views. On average the VTR was 11% which can be considered acceptable, this means that the audience was interested enough in the videos and could watch them till the end.
- Average Cost Per View (CPV) (0.33): The average cost per view as the name suggests depicts the cost required per view of the video. At 0.33, the campaign is therefore cheap and this is perfect as it helps in the optimization of the remaining budget for the awareness and consideration stage.
- Effective Reach (Video Completion) (24.1 M): Plaeto’s marketing initiatives have led to an impressive effective reach, marked by 24.1 million completed video views. This achievement highlights the campaign’s success in engaging audiences thoroughly, ensuring that key messages are viewed and absorbed by a broad audience base.
Conclusion
The end of the Plaeto’s performance marketing campaign summarizes the achievements and the lessons obtained from marketing in the given 45 days. Here’s a more detailed breakdown of the elements highlighted in the conclusion:Here’s a more detailed breakdown of the elements highlighted in the conclusion:
- The campaign has brought attention to Plaeto’s products to the intended dialog within the demography of males and females, aged between 35 and 54, within the fourteen cities. This was achieved through high ad impressions and the wide coverage which can be deduced with the 90% target group reach.
- Depending upon the emphasized strengths of each platform, ads were strategically placed to result in greater interaction with potential clients, as the click-through rate of the medium was 0. 24%.
- Understanding that the target audience’s behavior differs on mobile and CTV, the campaign team decided to stop the advertisements that hinder CTV users’ effectiveness. This made sure that every advertisement was watched to completion and made every resource spent as efficient as possible.
- The overall budget of the above activities is 8.8 million and the total impression levels for the campaign was good with a very low CPC of 15 and the CPV was 0.33. These metrics suggest a cost-efficient method of communicating with a significant population of possible customers while maintaining the relevant interaction’s quality.
