HONG KONG – Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, together with Mediacom Hong Kong, have announced the findings of a dynamic creative optimization (DCO) campaign for retail brand Timberland that allowed a better understanding of the digital profiles of their potential customers to build further emotional connection with the audience. The challenge for Xaxis, in partnership with Mediacom, was to maximize brand exposure towards target audience and to enhance both quantity sold and sales revenue. The campaign, which ran for five weeks on both display and video channels, delivered tangible outcomes for Timberland with an increase in online sales of 46% and 37% in Taiwan and Hong Kong respectively.
Xaxis and Mediacom designed the campaign to build awareness and increase online sales in line with Timberland’s 45th anniversary, which traditionally focused media investments on offline media channels. While the use of DCO is not uncommon in the programmatic industry, by coupling it with a data-driven smart strategy, Xaxis was able to gain actionable and real-time insights to enhance the campaign effectiveness and drive engagement towards an online purchase.
Timberland’s campaign was divided into two approaches, each with its own strategy. In the first phase, the Timberland Classic Yellow Boot video was leveraged to drive brand awareness. This was achieved through brand-safe in-stream videos to attract attention and engagement. Thereafter, Xaxis identified audiences that had completed the video and re-engaged them with dynamic programmatic banners and out-stream video.
With enrichment of both second and third-party data, and using GroupM’s proprietary audience insights platform, (m)Insights, Xaxis was able to determine which audiences had the highest relevancy score. DCO was then used to tailor messaging to those audiences. A brand-lift study following the campaign saw a brand favorability uplift of 27.8% and 6.87% in Taiwan and Hong Kong respectively.
Alice Chen, Regional Marketing Manager of Timberland, shares: “Mediacom has shown us the power of data, working with Xaxis to achieve targeted display and video campaign performance for both the Taiwan and Hong Kong markets with insightful campaign strategies, and effective in-campaign optimization. They have done a great job in maximizing the campaign effectiveness. Timberland will continue to strengthen the partnership with Mediacom and Xaxis, and look forward to explore more opportunities with them.”
