Attract new guests to add to existing loyal user base.
The iconic toy brand has no problem retaining existing customers. But in order to grow its share with new buyers, the imaginative brand chose a creative approach: It partnered with Roundel™ to target non-buyers with non-branded Google search terms. Turns out, two negatives make a huge positive.
The toy company’s key challenges:
Limited access to real-people data made measuring actual ROAS—and finding new buyers—difficult
Lack of granular campaign data reporting hindered in-flight campaign optimization
Find Target guests who don’t even know they want the toy brand’s products ... yet.
Outstanding performance built up the toy brand’s customer base.
Better results from a creatively constructed approach.
Media and first-party data expertise from Roundel™ helped the toy company achieve the following objectives:
Identified new customers who weren’t considering the brand The toy company’s innovative keyword approach, paired with Roundel’s unique first-party guest data, successfully engaged customers who wanted to buy the toys before they even knew they wanted to buy them. That’s next-level media right there.
Drove brand-level sales The toy company was able to tie program performance back to item-level product sales for a true, proven ROAS. Talk about a win!
Gained insight for in-flight optimizations—and beyond With Roundel’s reporting, the toy company learned which strategies, segments, and placements delivered greater ROAS. These insights helped the company not only optimize the campaign in near real time but also inform future media strategies.
Let’s change media for good.