Étude de cas
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Nielsen + Samsonite : Le suivi quotidien des publicités numériques augmente les performances de la campagne #TESTEDLIKESAMSONITE
Introduction
La quête d'une marque mondiale de bagages pour optimiser les performances cross-canal
Samsonite, one of the most well-known travel luggage brands in the world, aimed to strengthen the concept of “Aesthetic Engineering” in the second leg of its #TESTEDLIKESAMSONITE (TSL 2.0) advertising campaign in India. With Les classements de la publicité numérique de Nielsen, they sought to monitor the campaign daily across channels to ensure success.
Objectif
Measuring and evaluating campaign impact, reach and frequency
This phase of the campaign emphasized the premium quality of the brand by focusing on visual appeal, functionality and messaging, while keeping the core strength and quality of Samsonite at the center.
La campagne a suivi une double approche :
1. Impact : Renforcer la visibilité grâce à des propriétés à fort impact.
2. Reach & frequency: Utilize data layering to target Persons 25-54 years old within the in-market premium audience across the luggage segment.
Défi
Suivi pour une efficacité maximale sur toutes les plates-formes
To maintain optimum reach and frequency, it was crucial to closely monitor all the platforms involved in the campaign. Given that the campaign had multiple legs, a key challenge was optimizing the budget on the go based on platform performance. This required real-time adjustments and strategic reallocation of resources to ensure maximum efficiency and effectiveness across all channels.
Solution
Optimisation en vol grâce à l'évaluation des publicités numériques
During the campaign, Nielsen’s Digital Ad Rating reporting revealed that BOT traffic was relatively low due to daily monitoring of the campaign. These daily reports helped in optimizing the campaign, and immediate notifications were sent to all the platforms in order to improve their performance.
Initially, the top three platforms operated below the target average frequency. By giving enough time and right sizing the cookie pool base, frequency improved by 65% amongst these platforms.
Principales conclusions
85%
Pourcentage de réalisation des objectifs
La campagne a atteint un pourcentage de cibles de 85%. Toutes les plateformes
35%
Atteinte du public cible
Within India’s active internet universe, 20% was reached by the campaign, while 34% of the universe within the target group of people 25-54 was reached. Additionally, a low duplication of audience (6%) was seen across platforms for the campaign.
75%
Asymétrie démographique
The campaign was skewed toward males, with 75% of the audience within the campaign belonging to this gender group.
Résultats
Les rapports quotidiens ont permis d'améliorer les performances et de réduire les coûts de la campagne
Daily optimization helped in reaching a 141 million digital audience at a frequency of 3.38, which resulted in more than 25% savings of the campaign cost. Additionally, impact properties delivered lesser numbers in terms of reach and Impressions, which led to the campaign extending by three days across a few platforms and a 3X optimisation in cost.
Comment cela fonctionne-t-il ?
Digital Ad Ratings est un outil de mesure indépendant basé sur le recensement qui fournit une mesure complète de la portée avec des vues le jour suivant des audiences numériques sur les plateformes informatiques et mobiles
Conclusion
La mesure de la publicité numérique garantit la performance de la campagne
The implementation of DAR to track the performance of the TSL 2.0 campaign allowed Samsonite to deliver higher reach and build frequency across platforms. This in-flight optimization resulted in savings amounting to 25% of the campaign cost or 5X the original investment made in DAR, ensuring that the set objectives of the ad campaign were met effectively.
Samsonite products are not just luggage; they are a testament to our commitment to quality and durability. ‘Tested Like Samsonite’ is a celebration of resilience and quality. Our carefully crafted marketing campaign captures the very essence of the Samsonite – resilience and perseverance. This campaign highlights our strong commitment to excellence. Our ultimate goal is to ignite inspiration in our audience by showcasing the enduring spirit of each Samsonite creation.
Ms. Anushree Tainwala
Executive Director – Marketing
The #TESTEDLIKESAMSONITE campaign has been instrumental in reinforcing our brand’s core values of strength and quality. By integrating aesthetic engineering with rigorous product testing, we showcased Samsonite’s commitment to premium quality and functionality.
Krishal Mehta
GM, Samsonite Marketing
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