Chango Retargeting & Acquisition Case Studies

The objective

LEGO™ Brand Retail became one of the first major brands to market through Facebook Exchange (FBX). The company wanted to discover how FBX ads influence users.

The solution

Chango built an acquisition campaign to target Facebook users who were most likely to become LEGO™ customers. Two campaigns ran simultaneously using both Right-Hand Side and News Feed inventory.

The results

LEGO™ Brand Retail hit a $5 CPA with an average order value far beyond initial expectations. While Right-Hand Side units produced the strongest ROAS, News Feed units produced the most post-click conversions.

$5CPA

(cost per action)

65%Conversions in the

first 5 days

1000+photo views, comments,

shares and likes

Acquisition

The objective

eBay wanted to leverage its first-party data to build advanced segmentation strategies, and retarget more than 80 million individuals with a goal of maximizing ROAS.

The solution

Chango captured (in real time) all onsite behavioral data, including every page view, product search, inbound referring URL and more. Furthermore, eBay passed to Chango first-party data that included the lifetime value of each customer, past purchase behavior and more. Over 150K unique segments were produced and eBay’s ad operations staff were trained to launch campaigns using the Chango Enterprise Platform.

80mUnique visitors

100+Data points per visitor

4:1ROAS

Retargeting

The objective

Poppin was looking for high quality and scalable sources of relevant audiences. The company wanted to assess the value of keyword-driven display ads as a tactic for acquiring new clients.

The solution

Poppin's acquisition campaign leveraged Chango’s exclusive intent data to target prospects most likely to convert. Chango quickly learned that the majority of conversions occurred when prospects search for office supply and furniture terms. Day-parting and peak engagement hours informed campaign criteria, such as adjusted bid price and frequency caps, to ensure the most efficient buying and engagement costs.

35%ROAS

increase


first 24 hours

87%Prospects converted after

12 or fewer impressions

The results

Poppin exceeded ROAS goals by 35%, with a higher average order value than expected. Inspired by the initial results, the company is now testing how to maximize the potential opportunity.

Acquisition

The objective

SurveyMonkey wanted to test programmatic acquisition to see how well it could drive new paid subscriptions. The company set new and specific CPA goals for its keyword-level campaign.

The solution

SurveyMonkey's acquisition campaign used Chango’s vast pool of exclusive intent data to target prospects most likely to sign up for paid subscriptions. Chango quickly learned that the majority of conversions occurred when prospects search for ‘online surveys,’ ‘survey questions,’ ‘best surveys,’ and ‘create survey.’ Chango’s proprietary algorithms quickly identified the campaign criteria that led to the most conversions.

20%CPA decrease over the length of the campaign


first 24 hours

$1.84CPM

The results

The SurveyMonkey campaign exceeded the company’s CPA goals by 20%, with an average CPM of $1.84.

Acquisition

The objective

The main goal of this acquisition campaign was to see how well programmatic could attract new corporate customers. Fuze also wanted to understand how acquisition display ads influenced the performance of its retargeting campaign.

The solution

The acquisition campaign designed by Chango determined prospect intent in real time, leveraging search, browsing history, and other variables to target the corporate buyers most likely to convert. Chango’s optimization teams were key in finding highly qualified costumers while eliminating wasted impressions.

250+Account sign-ups


first 24 hours

57%CPA decrease over the length of the campaign

The results

Fuze not only hit their goal, they also decided to run a site retargeting campaign to take advantage of visitors who came to their website. Over the course of the campaign, Chango’s optimization team helped Fuze reduce the dynamic CPM to $3.14, and cut CPA by 57%.

Acquisition

CASE STUDY

The objective

A major cable television network wanted to drive teaser video views and site visits for its upcoming season.

The solution

Chango built a campaign to target the people who are most likely to have an interest in each show based on their intent, demographic and contextual fit.

0.44%CTR

80%Video Completed Views

81KClicks

The results

Of all the partners, Chango drove the highest CTR and highest % of completed views, as well as the highest % of ‘individuals most likely to tune-in” based on an independent Nielson survey.

Major Television Network Branding

The objective

A leading electronic signature software client wanted to engage with its target audience so that it could influence their decision-making process. The client adopted a strategy of driving page views on its website, and aiming for a high view-completion rate for this mid-funnel focused campaign.

The solution

Chango built its initial target audience profile based on likely search behavior, and as visitors converted, the profile was updated to model the new customers.Additionally contextual relevancy was leveraged to identify highly-qualified impressions in order to drive a high engagement rate.

$0.91Cost Per Page View


0.71%CTR

The results

Chango became the top performer by producing a 80% completed view rate – 20% better than all other partners. With an efficient cost-per-page view, the client opted to increase the budget by 50% in the two weeks following the campaign launch. The increased budget didn’t diminish performance, indicating high scalability of the Chango network.

Branding

CASE STUDY

Electronic Signature Software

The objective

A leading department store, in an effort increase the ROI of its site retargeting program, tested its long-time partner vs. Chango. The company set an ROAS goal of 83:1.

The solution

Chango developed a site retargeting campaign, utilizing our in-market intent data, first-party data, as well as third-party data partnerships. Chango’s AI, along with its data science team, continually honed the program to drive greater cost efficiencies.

2Vendors in a

Head-to-Head Test

92:1Return on Ad Spend

28.7%Incremental Lift

in Revenue

The results

Chango beat the client’s ROAS goal by delivering a 92:1 ROAS, as well as drove nearly 30% increase in re-messaged incremental revenue. This achievement pole-vaulted Chango to the retailer’s preferred site retargeting partner.

Retargeting

CASE STUDY

Leading Department Store

The objective

A destination hotel wanted to identify and target in-market travel audience and drive hotel bookings. The campaign was national.

The solution

Chango created an acquisition campaign to focus on brand, competitor, lifestyle (golf, live shows, casino) and travel intent to capture customers researching and planning a trip to Las Vegas. The company used a discount code in its creatives, which drove a high volume of prospecting conversions, with 40% of consumers converting within 2 hours of showing intent. Ads were delivered in contextually relevant sites to capture users when they are browsing and have time to complete a booking.

$37CPA

55%Bookings from acquisition

40%Conversions within 2

hours

The results

Chango drove the highest revenue return and the highest volume of bookings compared to six other online media partners.

Acquisition & Retargeting

CASE STUDY

Destination Hotel

The objective

A leading cloud platform provider wanted to identify and target professional developers and IT decision makers efficiently and at scale. Previous behavioral targeting options proved limiting, expensive and ineffective.

The goal was to reach a specialized in-market B2B audience and help drive sales with new trial sign-ups and whitepaper downloads. The campaign was national.

The solution

To efficiently find those in market, Chango put emphasis on using exclusive search and keyword intent data so audience targeting remained unique, and so that interest in cloud products and development were clear.

Chango further consulted with the client and proposed a custom targeting strategy that complemented rather than competed with its current media program to drive the overall CPA across all channels even lower.

$150CPA


hours

$42CPA within 3 weeks

The results

Within the first three weeks, Chango successfully met and surpassed the CPA goal, while gaining valuable insight into B2B audience behavior and response.

83%+ of total conversions happened within 48 hours of Chango identifying search activity. This showed it was vital to message cloud-product intenders while they’re searching in order to influence consideration.

Campaign insights led to realigning goals, focusing on maximizing the volume of end actions at a still efficient $84 CPA.

Acquisition

CASE STUDY

Cloud Platform Provider – B2B

The objective

A leading marketing services provider wanted to raise awareness for a new research study and generate qualified leads through its website. The client had an aggressive $45 cost-per-lead (CPL) goal.

The solution

Chango developed an acquisition program that promoted the new research study, driving qualified traffic to the client’s resources section of its website. Chango designed all display and FBX creatives for the client. A conversion pixel was added to client's website and a tag was passed to CRM system, offering full visibility into the ROI of the campaign

$32CPL

The results

The client’s research study ad repeatedly outperformed the generic ads, prompting the client to allocate the budget to its research creative.The campaign hit the $32 CPL goal in just 6 weeks. The client also measured lift in brand awareness using consumer panels and brand engagement metrics.

0.23%CTR


hours

Branding & Acquisition

CASE STUDY

Marketing Services Provider

The objective

A niche footwear brand wanted to build brand awareness and drive qualified traffic to its site – specifically to the store locator page.

The solution

Chango developed a multi-pronged approach using multiple tactics across various media formats. With a mix of acquisition and programmatic site retargeting, Chango maximized media buys in banners, Facebook Newsfeed and Right-Hand Side to access, influence and activate the client’s desired audience.

$1.40eCPM

The results

The client met or beat its CTR target for all active campaigns, with Chango’s programmatic site retargeting display campaign achieving a CTR of 0.3%, or 200% above the goal of 0.1%.

Moreover, Chango’s ability to target niche audiences at scale yielded a highly efficient media investment, where the majority of conversions occurred within 24 hours and required 2 or fewer impressions at a fraction of the client’s typical cost.


hours


CASE STUDY

Specialty Footwear Brand

0.3%CTR

The objective

A major retailer for B2B and B2C consumers was looking for high quality and scalable sources of relevant audiences. The company wanted to assess the value of keyword-driven display ads as a tactic for acquiring new customers.

The solution

Chango developed an acquisition program that leveraged Chango’s exclusive intent data to target prospects most likely to convert. Chango quickly learned that the majority of conversions occurred after only 1 impression for customers who searched for office supply and furniture term. Day-parting and peak engagement hours informed campaign criteria, such as adjusted bid price and frequency caps, to ensure the most efficient buying and engagement costs.

54%Prospects converted

after 1 impression

The results

Chango exceeded ROAS goals by 47%, with a higher average reach and CTR% compared to historical data. Inspired by the initial results, the company is now testing how to maximize the potential opportunity.

47%ROAS

increase

42%Conversions within

48 hours

AcquisitionCASE STUDY

Major Office Stationary Retailer

The objective

A major luxury department store was looking for high quality and scalable sources of relevant audiences for its short promotional focused campaigns with high return. The company wanted to assess the value of keyword-driven display ads as a tactic for acquiring new customers while looking at other tactical solutions for reach and scale.

The solution

Chango developed an acquisition program that leveraged Chango’s exclusive intent data to target prospects most likely to convert. Chango quickly learned that the majority of conversions occurred after only 2 impressions. Chango then adjusted its strategy to focus on reach, while day-parting, peak engagement hours and look-a-like modeling were leveraged to inform campaign criteria (adjusted bid price, frequency caps) to drive efficient buying and engagement costs.

60%Prospects converted after

2 impressions

The results

Chango exceeded ROAS goals by 27%, with a higher average reach and new customer % compared to historical data. Inspired by the initial results, the company the tested how to maximize the potential opportunity by utilizing an Evergreen solution.

11:1ROAS

9%Influenced

Total Conversions


Major Luxury Department Store

The objective

A car rental provider wanted to identify and target an in-market audience and drive rental bookings during the non-peak season. The campaign was national in both Canada and United States.

The solution

Chango developed an acquisition program that leveraged Chango’s exclusive intent data to target prospects most likely to convert. Chango concentrated on lifestyle, long travel and family verticals. When focusing on popular travel destinations and sites, the majority of conversions occurred after only 2 impression. Travel and promotional terms, day-parting and peak engagement hours informed campaign criteria, (adjusted bid price, frequency caps) drive efficient buying and engagement costs.

70%Prospects converted after 2 impressions

The results

Chango exceeded CPA goals by 5x; delivered a higher average reach, as well as eCPMs that were almost 15% lower than the contracted max dCPM. The company is now continuing with an ‘always on’ approach to utilize non-peak season data while testing how to maximize the potential opportunity in other inventory sources.

35%Conversions within 48hrs

5xUnder

CPA target

CASE STUDY

Car Rental CompanyAcquisition

The objective

A leading industrial supply retailer wanted to target prospective B2B buyers who are in market for industrial products and services.

The targeted ROAS was 13:1.

The solution

Chango developed an acquisition program that leveraged our exclusive intent data to target B2B buyers most likely to convert.

Search keywords and content consumption optimizations, weekly creative updates and promotions were used to ensure the most efficient buying and engagement costs. Media was focused solely on business trends, not the customer.

$16.9M

In incremental revenue

The results

Chango met the aggressive ROAS goal of 13:1; 35% of the conversions were attributed to reactivation of lapsed customers.

13:1Targeted

ROAS

10%Of the conversions are

New to File

CASE STUDY

Leading Industrial Supply Retailer

Acquisition

The objective

A major mobile communications carrier wanted to identify and target prospective customers who are currently in market for a new cell phone service. The prospective customers were shown pre-roll video ads at a targeted maximum cost-per-view (CPV) of $1.92.

53%DR Goal Exceeded

$1.92 Targeted Max. Cost Per

View

$10.82dCPM

CASE STUDY

Mobile Communications Carrier


The solution

Chango developed a program that leverages exclusive intent data to identify and target in-market consumers.

This programmatic approach has allowed Chango to develop Direct Response campaigns using video advertising, which until recently had been dedicated to delivering brand messaging.

The results

Chango’s programmatic approach identified highly qualified prospects while maintaining a Pre-Roll Video CPM under $11 and exceeding direct response goals.

7MM Prospective Consumers

Reached

$6 Targeted Revenue

Per Visit

$6.15Revenue Per Visit

CASE STUDY

Major Department StoreAcquisition

The objective

A major department store wanted to identify and target prospective customers who are currently in market for any of the store’s 500,000 plus products. The client wanted to achieve an average $6 revenue per visit.

The solution

Chango developed an acquisition program that leveraged our exclusive intent data to target in-market consumers most likely to convert.

Day-parting, adjusted bid price, frequency caps, search keywords and content consumption optimizations, brand creative and promotions were used to ensure the most efficient engagement costs.

The results

Chango exceeded the revenue-per-visit target of $6 and also delivered incremental ROAS of 25:1.

The objective

A financial services company wanted to increase conversions for its pre-paid credit card product. The CPA was $25.

The solution

The campaign presented some geo restraints (ON, AB, BC). The team focused on prospecting and site retargeting, and created an exclusion cookie pool to prevent ads from serving to consumers who have already converted.

4872Clicks

The results

Chango exceeded the client’s expectations by providing 939 conversions in a short period of time. Based on these results, the client decided to run a test with Chango for a new product they had just launched.

$20.18CPA

939Conversions

CASE STUDY

Canadian Financial ClientAcquisition

The objective

A well-established Canadian long distance provider was looking to increase the number of overall conversions. Chango was able to lower CPA from $360 to $130 in a 4-week period.

The solution

The client had 4 products and a limited budget. Chango recommended to run an acquisition campaign on one product.

1108Clicks

The results

The number of conversions increased 6x due to the change in strategy. This was a one month campaign; from June 5 to June 17 the client saw 5 conversions. From June 18 to June 30 (campaign end date), the client saw 30 conversion.

$130CPA

35Conversions


Canadian Telecom Company

The objective

Test Chango’s ability to reduce the cost of acquiring new customers for this major player in a busy and aggressive acquisition vertical.

We started with a test budget and a target CPA of $10.

The solution

There is a relatively short conversion window for car hire. Chango used intent keywords as a primary identifier of in-market prospects. The use of truly real-time data allowed us to reach new car-hire intenders moments after they come into the market, across multiple devices and channels (including display and Facebook), and heavily influenced them as they made their decision.

$10Target CPA

40%Of conversions in 72

hours

$8CPA

The results

Over the course of the campaign, Chango was able to reduced the CPA to $8. The client up weighted the campaign of the budget significantly.

Acquisition & Retargeting

CASE STUDY

UK Major Car Hire Brand

CASE STUDY

UK Video Game


0.78%CTR

52,000Qualified Clicks

Branding

The objective

The client, a huge entertainment company, wanted to launch pre-roll videos ads aimed at consumers who were most likely to try its new game. The campaign ran in the UK. Key goals were to avoid wastage on expensive ‘segments’ and to focus on intent.

The solution

Chango used its exclusive intent data to build a branding campaign that targeted both the manufacturer's fans, as well as online video game enthusiasts. The pre-roll ads, designed to initiate immediate engagement, were run on relevant websites, including YouTube, Dailymail.com, the Guardian and targeted video games publishers.

The results

Chango exceeded the pre-roll campaign completion goals. And Chango delivered rich insights that were shared by the client’s marketing team to inform other online and offline campaigns.

The objective

This high end brand was new to display and programmatic as an acquisition channel. Chango was in a ‘bake-off’ against other suppliers to reach the highest ROAS against a target of $3 ROAS.

The solution

This brand was looking only for high-end consumers who have an interest in luxury holidays and enough disposable income to make a decision on a fairly material holiday cost based largely on seeing digital advertising.

Chango’s live intent data was crucial here because not only did we need to identify consumers showing intent and interest in high end resorts, but we also needed to qualify them in real time in order to avoid wastage on ‘luxury fans’ and window shoppers without the means to pay.

$3Target ROAS

79%Of conversions within 48 hours

$30 ROAS

The results

It became evident quickly that live data in the RTB bid was the crucial element of the campaign to identify these hard-to-find luxury holiday makers.

Mid-way through the campaign, ROAS increased to $30 and client up-weighted the budget of the campaign.

CASE STUDY

UK Luxury Holiday ResortAcquisition

The objective

This client wanted to attract trial sign ups/registrations in the busy Q4 shopping period. The company had tried various vendors and Chango was given a shot to beat its current cost-per-registration of $30.

The solution

A display campaign was launched targeting users showing intent for Consumer Technology purchases and/or information on what is the best buy.

Chango used a large number of intent keywords to find users in market now and drove them to the client’s site to encourage sign up.

$17CPA

$30 Target CPA

93% of conversions within 24 hours

The results

Chango hit the targeted CPA out of the gate and reached $17 CPA in just a few weeks.

Also by week 4, Chango was supplying 5% of all site conversions – this is a very high amount of ‘lift,’ and is well above the average performance.

CASE STUDY

UK Consumer Advice Subscription ServiceAcquisition

Chango Retargeting & Acquisition Case Studies

Marketing

Transcript of Chango Retargeting & Acquisition Case Studies