By using a combination of programmatic prospecting and retargeting activity and rigorous A/B testing of copy, Green Park Content distributed the video to these two audience groups using the innovative and highly engaging out-stream video format.
Before launching the campaign, we planned our strategy using our in-house ‘Performance Cell Targeting Grid’; an internal tool that identifies key factors and testing components we wanted to challenge and explore throughout the campaign.
This meant alongside testing against the whole audience, we strategized to test iterations within the broader targeting factors; impulsive online shopping behaviours, children vs no children, and in-depth analysis of whether those interested in home decorating were more likely to watch the video in its entirely, or whether those interested in gardening (and subsequently, flowers themselves) were more likely to, to name a few tactics.
Not wanting to jump to any preconceptions about their audience, Interflora were keen to start broad with targeting and narrow/exclude tactics as the campaign progressed.
Alongside the video A/B testing we also explored the testing of devices, environments, regions within the UK and specific publisher whitelists to garner more insight into the Interflora audience, and how we could grow and understand them moving forwards.
We employed a CPM biding strategy throughout the campaign to maximise the scale of the campaign, to ensure we could optimise to a CPCV campaign target.