Data-Driven Christmas for Magenta with First-Party Data, Real-Time Optimization and Full Funnel Video Strategy
Intro
A different kind of gift-giving: The Magenta XMAS campaign leverages first-party data, real-time optimizations and customized algorithms for more new customers, conversions and +120% revenue! As an extension of traditional TV advertising, the use of Connected TV and YouTube increases effectiveness and performance.
Challenge
The (pre-)Christmas shopping season is THE critical phase for advertisers. The goal of the Magenta campaign was to increase sales of mobile phones including contracts and improve customer retention. But how do you achieve this with high purchase prices and strong competition in the mobile market during the pre-Christmas period?
Measures
With e-dialog, Magenta implemented the solution in the form of a full-funnel strategy with dynamic and native advertising materials. Through the targeted use of first-party data, visitors to the Magenta website were addressed in a customized manner and existing customers were engaged through targeted cross-selling. Real-time data analysis and dashboards enabled continuous optimizations, leading to efficient budget utilization and outstanding performance. Custom bidding scripts created specifically for this purpose increased the weighting of high-revenue transactions, thereby boosting conversions and new customers.
Through the combination of first-party data strategy and real-time optimization, customers could be addressed precisely and in a personalized manner—with ads that are relevant to them.
Results
The display campaign ran over a period of 9 weeks and achieved impressive results thanks to our data strategy. Overall, the campaign reached 65.7 million impressions. Despite a -12% lower budget, we were able to increase revenue by +120% compared to the previous year! The number of first-time registrations even increased by 146%, at lower costs per new customer (-64% CPEA). All figures that demonstrate the success of our strategy.
The Magenta XMAS campaign stands out through the targeted use of first-party data, real-time data analysis and customized algorithms.
The ideal complement was the full-funnel video strategy with CTV focus: 91.5% of the population reached, +133% more revenue, +203% first-time registrations and +58% more ad recall (from the video campaign alone)
- % Conversions
- % Clicks
- % Cost per Click
Despite the high advertising pressure and rising CPMs during the pre-Christmas period, we were able to achieve impressive performance increases and a significant efficiency improvement. The continuous optimizations using dashboards and the deployment of custom bidding scripts created specifically for this purpose led to a remarkable improvement in conversion rates and new customer acquisition. Our data-driven decisions resulted in outstanding marketing performance and an impressive ROI. This careful planning and innovative implementation make our project award-worthy and a prime example of the excellent use of data-driven approaches in digital marketing. The project was also awarded a webAD Award by iab Austria in 2024 in the Best Data-Driven Campaign category.
Excellent!
This case was awarded the webAD Award in Gold by iab Austria in the Best Data-Driven Campaign category. For e-dialog, this is the 5th webAD award in 5 years. The award for Best Data-Driven Campaign recognizes digital marketing strategies whose efficiency is strongly based on the use of data. Additionally, the case was awarded the iab webAD in Bronze in the Best Video Ad Effectiveness category
