Background and Marketing Objectives

Ecommerce businesses struggle to achieve the extraordinary level of personalization their shoppers have come to expect, as tech giants like Amazon, Google and Wayfair continue to raise the bar in helping people find exactly what they want, when they want it. 

This was a new campaign running through Q4 2021 to build awareness of Coveo’s leading AI-powered search and recommendation technology, which makes it possible for any company to create the kind of intelligent shopping experiences that their customers demand. 

With this campaign, we set out to challenge the old belief that B2B advertising is boring, with a provocative, unignorable wake-up call for those charged with leading e-commerce businesses.

Ultimately, the campaign aimed to grow revenue by increasing brand awareness and consideration with the following targets:

Linkedin advertising: 25% view-through rate / 1% engagement rate / 0.25% click-through rate

Programmatic display: cost / person reached - less than $0.10 

Landing page: Average time on page - 3 minutes  / scroll depth - 50%

Strategy

Our creative brief called for smart, inventive ideas to bring Coveo to the attention of its prospects, and dramatize the benefits of Coveo’s AI-powered search and recommendations platform in a disruptive and entertaining way. We wanted the intelligence of Coveo’s technology to be reflected in the intelligence of the brand’s advertising.

Our advertising had to be well attuned to our audience, showing them that the brand has a deep understanding of the industry and the daily challenges they face, and how the brand will help them achieve success. Naturally, our strategy centered around a very human insight: 

Our prospects are constantly under pressure to show improvement in their key performance metrics, but it feels impossible to keep up with big-tech platforms that continuously learn and adapt to deliver superior customer experiences. 

Consequently, we had to make our audience aware that Coveo can embed world-class AI into any e-commerce site, giving them the power to transform their business performance.

To uncover fresh expressions for the campaign idea, we put out a private request for entries amongst vetted creative talent from around the world, before collaborating with the selected team to refine the final concept. 

Creative Idea

The Coveo Difference is an imaginative campaign idea that visualises the improvements that arise when your e-commerce is powered by Coveo AI, both in terms of your customer experience as well as the resulting impact on your business performance.

The idea is based on the fact that there are subtle, but nonetheless significant advantages to using Coveo AI. Rather than going into the technical details of AI, we focus on the end result for the client — how it will help them further achieve their business goals.

The creative leads with captivating, distinctive visuals that dramatize key Coveo benefits, complemented by sharp copy that lands each message, always rooted in our point of difference: AI-powered intelligence.

This is a campaign that proves big ideas can work in even the smallest spaces. 

The transformation that unfolds in each execution, allowed for best-in-class use of relevant channels and formats, with a focus on dynamic ad units to drive engagement, clicks and leads:

Video ads - short, simple animation designed for social (Linkedin & Facebook)

Carousel ads - using sequential tiles to build engagement (Linkedin & Facebook)

GIF banners - compressed animation (programmatic display)

Results

Revenue increased a whopping +38.66% during the quarter.

Linkedin delivered: 

52.28% video completion rate (target 25%)

1.24% engagement rate (target 1%)

0.25% click-through rate (target 0.25%)

Programmatic delivered:

$0.05 cost / person reached (target $0.10 or less)

Landing page delivered: 

2:46 average time on page (target 3 minutes)

65% scroll depth (target 50%)