We started with a 14,000 people insight study in seven languages that uncovered a brand new segmentation. Our new audience was truly omni-channel, wanting seamless integration across multiple devices. We chose to capture their attention with stylish ideas and fashion inspiration on mobiles as this space is not crowded by other ads. Using 404 different digital ads, we contextualised the placement across their digital landscape.

In October 2015, our audience found Diesel messages in Rock, Music, Fashion and Gender Neutrality environments through digital ads that were completely contextualized. Typical adservers can’t identify users across device but we double-tracked the campaign with a standard adserver and Atlas, which employs Facebook ID instead of cookies for tracking, to give us a cross-device view. We had developed precise target audience information, which maximized reach while minimizing wastage. Partnering with Shazam, for example, we could showcase the Diesel “rock” part of the collection against trending rock songs in major cities across five markets. We then compiled relevant executions based on user behavior, such as ‘I didn’t get that either’ when a song wasn’t recognized. Video activations on YouTube and AdKnowledge meant we could build a storyline for the campaign. And we placed pixels in our video creative to retarget via programmatic display, using the Diesel ‘got cookies’? creative.

• Campaign reach - unique audience of 50 million

• 185 million impressions

• Wastage can be minimized even further in future. For example, Music contextual and Fashion contextual lines outperformed Private Marketplace activity in terms of engaging users. This insight will be applied to our next activation.

• Music contextual was the best performing vertical across all of the EU and USA activity – another important learning.