Cannes Lions

FOOTWEAR

ZENITHOPTIMEDIA UK, London / PUMA / 2009

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Overview

Entries

Credits

Overview

Execution

We partnered with a technology company that could deliver such a social re-targeting capability. PUMA gave us access to their e-commerce site infrastructure. Once it was synchronised with the social re-targeting technology, we were able to identify the top “10” social network friends of CellMeio purchasers and serve CellMeio banners to these friends.As such, social re-targeting enabled us to micro-target a very closely knit social group across numerous web sites. As soon as one of the top “10” friends made a CellMeio purchase, we were once again able to re-target their own top friends and so on.In fact, we took the notoriously worst performing, oft-vilified and pedestrian ad format and turned it into a really powerful call to action by utilising a very basic human tribal instinct in combination with a new micro-targeting technology.

Outcome

$30,000 media investment generated $300,000 in direct revenue for the PUMA e-commerce site (ROI of 10:1).80% of CellMeio orders were generated by social retargeting. Certain banner placements reached CTR of 8% (with industry average of 0.1%). Site traffic doubled from 12,000 visitors, to over 25,000 visitors a day.

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