Every week, the PMW team picks the top 5 ad campaigns that incorporate performance marketing techniques such as pay-for-performance advertising or data-led audience targeting, crediting the work behind it and reviewing the strategies involved.
In this week’s campaigns round-up, Michael Fichtner, CIO at FC Bayern explains why one of the biggest football clubs in the world is embarking on a new customer engagement drive to achieve more leads, clicks and sales.
“The fans are at the heart of FC Bayern. We have an existing fanbase of more than 63 million around the globe,” he said.
Powered by Emarsys’ customer data platform, Fichtner explains why the club wants to give the team “a solution that enables them to deliver the experience fans expect.”
Read about FC Bayern’s new campaign (with an explainer video featuring football legends Thomas Müller and Joshua Kimmich) and more in PMW’s pick of the top five performance marketing-based campaigns this week:
- FC Bayern: fan engagement drive via customer data platform
- McCain Foods: boosting audio advertising with the help of conversational technology
- Magnet: ‘spicing up’ search and display digital marketing activity after online success
- Bensons For Beds: integrating live shopping technology with instant results
- Domino’s: completing its first contextual and attention-powered campaign
FC Bayern kicks off fan engagement drive with Emarsys customer data platform
The iconic German football club has partnered with the omnichannel customer engagement platform to provide a "one-fan experience" that engages and rewards supporters around the world.
Working with: omnichannel customer engagement platform SAP Emarsys
The performance marketing strategy: This partnership enables FC Bayern to centralise and analyse customer data, providing a better understanding of each fan as a unique individual and delivering personalised content across every touchpoint – from online and physical stores to club memberships, stadiums, apps, and magazines – allowing FC Bayern to improve fan experiences and reach them in real-time. The platform enables FC Bayern to better engage with its existing, engaged fanbase and unlock new potential fans.
The client’s verdict: Michael Fichtner, CIO at FC Bayern, said: “We have an existing fanbase of more than 63 million around the globe. Every investment needs to build a closer relationship with fans – and the most important thing we can give our team to succeed is a solution that enables them to deliver the experience fans expect. A big-game player like SAP Emarsys allows us to break the deadlock of data silos and establish a more centralised, integrated approach to our outreach infrastructure. Now, whether we want to reach our fans via email, app, SMS or in stadium we can easily do so, with a personalised, human message.”
McCain Foods appoints Say It Now to boost its audio advertising with the help of conversational technology
McCain Foods is embarking on its first conversational audio campaign, driving listeners to a recipe-based landing page.
Working with: audio adtech provider Say It Now
The performance marketing strategy: McCain Foods is using Say It Now’s trademark actionable audio advertising – deployed on smart speaker streaming services – to enable listeners who hear the advert to speak directly with the brand. As part of the experience, listeners who say "Alexa, Open McCain" will have the opportunity to be sent a one-time link with recipe suggestions for cooking McCain Foods in an air fryer – lending a helping hand to those on the go looking for delicious but quick lunches and dinners. Air fryers are a rapidly growing trend in modern cooking, and McCain Foods’ new actionable audio advertising is designed to drive brand favourability amongst those hungry to prepare food this way.
The client’s verdict: Mark Hodge, Marketing Director, McCain, said: “McCain has always been a brand leader in innovation, whether that’s been in our products, packaging or promotional activity. That’s why we’re excited to launch our first actionable audio advertising, marking a new milestone in our consumer interactions. Sharing quick and healthy meal inspiration is a great way of showcasing the versatility of our products, and we’re excited to see this new technology in action.
Magnet ‘spices up’ digital marketing activity after online success
The kitchen design specialist is upgrading its digital marketing activity and data analytics capabilities, after finding success with its enhanced online offering.
Working with: digital marketing agency Croud
The performance marketing strategy: In response to shifting consumer behaviours, Magnet has invested in delivering a more integrated omnichannel experience to its customers. Croud won the pitch for the brief which includes PPC activity, boosting Magnet’s online presence at key points of discovery and driving consumers to its ‘Book a Design Consultation’ form landing page. The agency has also been tasked with overhauling Magnet’s marketing data and analytics capabilities, helping uncover quality leads and optimising conversions. These insights will also help inform showroom and in-store planning, by anticipating and managing demand from online queries and consultations booked. Preliminary results from the partnership have been positive, reducing cost-per-acquisition by 27%, alongside implementing the brilliant basics that will continue to drive efficiency.
The client’s verdict: Adam Hart, Head of Digital Marketing at Magnet, said: “Croud’s capabilities will allow us to better understand the justification behind investing in certain channels and, crucially, equip us with the data to better communicate our strategies internally.”
Bensons For Beds integrates live shopping technology with instant results
British bed retailer humanises the digital shopping experience with the implementation of one-to-one live shopping technology, boosting online Average Order Value (AOV) by 20%
Working with: Customer engagement platform Emplifi
The performance marketing strategy: Through Emplifi’s leading Live Advisor solution, Bensons For Beds customers can connect to in-store experts for real-time tours, product demonstrations, and purchases. By visiting the store’s website, customers can activate a live one-to-one video call in a couple of clicks. Within 6 months of employing Emplifi Live Advisor, Bensons For Beds has already seen tangible results. Within the first hour of launching the new service, the bed's retailer achieved their first sale and increased their online AOV by 20%. Furthermore, Bensons For Beds has also garnered an impressive average Customer Satisfaction score of 4.7 out of 5. Bensons For Beds continues to make advancements in their digital offering, adding more Emplifi solutions such as Ratings and Reviews and UGC (user-generated content).
The client’s verdict: Graham Wilson, Director of Omnichannel and Digital at Bensons For Beds: “One of the most notable characteristics of our customer base is their need to experience our products in a physical environment – or at least as close to a physical environment as possible. Trying to recreate that experience on a two-dimensional website is impossible. By partnering with Emplifi we’re able to close that gap and bring our in-store experience inside the homes of our customers. Our newly introduced, live shopping experience allows us to add that human element customers crave which helps drive confidence and ultimately conversions.”
Domino’s completes first contextual and attention-powered campaign
Fast food chain fuses contextual and attention-based advertising technologies to secure tangible results.
Working with: SEO agency GumGum and martech company Playground xyz
The performance marketing strategy: Faced with an increasingly competitive and crowded market, Domino’s worked with the respective experts in context and attention to help maximise consumer awareness of its ‘50% Off’ campaign in 2022 and, ultimately, sell more pizzas. Fusing the capabilities of GumGum’s Verity accredited contextual platform and Playground’s Attention Intelligence Platform (AIP), this approach optimised campaign delivery to the most relevant contextual categories where consumer attention on the Domino’s ads was highest. The approach has already achieved significant uplift across major campaign KPIs, including an additional 3000 hours of attention on one creative element (against control), and a 40% uplift in CTR on a creative. The most significant results were the stellar commercial outcomes, with overall ROAS of 135% – 398% being secured across each creative element.
The client’s verdict: Kerry Morrow, Senior Media Manager at Domino’s Pizza Group, said: “We tried something new with this national 50% off campaign, testing out how contextual and attention technology could help us identify where our ads could attract the most attention. By focusing on the contextual alignment of the ad and the environments we placed the ads in, we were able to meet our customers in the right frame of mind for a slice and drove campaign success.”
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