Gold for e-dialog in the “Best Data-Driven Campaign” category at the WebAD
Intro
We are delighted to have won Gold at the iab WebAD 2020 – with automated lead generation for our client XXXLutz. For the first time, the "Best Data-Driven Campaign" category was evaluated, and we are proud to honor our USP in data-driven advertising with this win. XXXLutz has grown steadily over its 75 years of existence and is now the second-largest furniture retailer in the world, with 320 furniture stores in 13 countries.
Goals
- Generate more leads for kitchen consultation appointments in-store
It is a great pleasure for us to explore new paths with a bold client like XXXLutz and to implement such innovative projects. The fact that this is now being rewarded with the WebAD, in addition to the outstanding campaign success, is simply fantastic!
Lukas Capek, Key Account Manager for XXXLutz at e-dialog
Strategy
- precise targeting: mix of audiences with high purchase intent, affinity targeting, and similar audiences
- direct, rule-based, programmatic control and delivery of dynamic ads
- combination of Google data and proprietary first-party data for maximum efficiency
Measures
Various messages were tested within the campaign along the funnel stages. This resulted in four top themes, including the kitchen configurator. To reach interested users in the consideration phase, it was therefore integrated into the ad creative. With just three clicks, users select the style, color, and shape of their dream kitchen in the display ad and are shown one of 440 kitchens – all dynamically.
For efficient targeting, a mix of audiences with high purchase intent, affinity targeting, and similar audiences was created. In remarketing, the ad is dynamically adapted to users’ on-site behavior and banner configuration, showing them only kitchens that match their preferences.
Results
Through precise targeting and programmatic control of dynamic ads, an always-on campaign was created for XXXLutz that significantly increases registrations for in-store consultation appointments through a seamless user experience.
- % more consultation appointments on the landing page
Excellent!
This case was awarded the webAD Award in Gold in the Data-Driven Advertising category by iab Austria.
