Chango Retargeting & Acquisition Case Studies
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The document discusses several case studies of companies using Chango's advertising solutions: - LEGO hit a $5 cost per action and exceeded order value expectations with their Facebook Exchange campaign run by Chango. - eBay exceeded their return on ad spend goal of 13:1 with Chango's program that captured on-site behavioral data and first-party customer data. - A mobile carrier exceeded their direct response goal of 53% while maintaining a low cost per mill video campaign through Chango's programmatic approach targeting in-market consumers.
Chango Retargeting & Acquisition Case Studies
- 1. 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
- 2. 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
- 3. 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 55%Conversions in the 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
- 4. 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 60%Conversions in the 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
- 5. 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 53%Conversions in the 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
- 6. 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
- 7. 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 80%Video Completed Views 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
- 8. 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
- 9. 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
- 10. 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 83%Conversions within 48 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
- 11. 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 74%Conversions within 48 hours Branding & Acquisition CASE STUDY Marketing Services Provider
- 12. 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. 60%Conversions within 24 hours Branding & Acquisition CASE STUDY Specialty Footwear Brand 0.3%CTR
- 13. 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 Acquisition CASE STUDY Major Office Stationary Retailer
- 14. 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 Acquisition CASE STUDY Major Luxury Department Store
- 15. 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 Company Acquisition
- 16. 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. 13:1 Targeted ROAS 10% Of the conversions are New to File CASE STUDY Leading Industrial Supply Retailer Acquisition
- 17. 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 $10.82 dCPM CASE STUDY Mobile Communications Carrier Branding & Acquisition 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.
- 18. 7MMProspective Consumers Reached $6Targeted Revenue Per Visit $6.15Revenue Per Visit CASE STUDY Major Department Store Acquisition 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.
- 19. 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. 4872 Clicks 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 939 Conversions CASE STUDY Canadian Financial Client Acquisition
- 20. 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 Acquisition CASE STUDY Canadian Telecom Company
- 21. 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 $8 CPA 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
- 22. CASE STUDY UK Video Game 67% Video Completed Views 0.78% CTR 52,000 Qualified 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.
- 23. 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 $30ROAS 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 Resort Acquisition
- 24. 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 $30Target 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 Service Acquisition