Reaching New Audiences with Programmatic Media
BRIEF
Build brand awareness for a top international luxury fashion brand amongst Chinese travelers visiting Canada. The main objective of this program is to drive in-store traffic and encourage these travelers to purchase the brand’s products during their stay.
STRATEGY
Created and implemented a one-month programmatic ad campaign, retargeting Chinese travelers who have visited the Air Canada site. Media buys included placement on Chinese language websites, with a wide range of categories.
We split-tested with 15- and 30-second versions of the brand’s pre-roll and optimized the campaign for peak performance.
The audience included Chinese travelers who had visited aircanada.com and those who had booked a flight from China to Canada aboard Air Canada during that month.
RESULTS
The campaign was quite successful. Over a one-month period, the ads received 225K+ impressions; 61% of viewers watched the videos to completion; and there was a 0.53% click-through rate (CTR).
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