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Luxury fashion brand promotes Benetton Fragrance in shopping centres in Colombian cities

Benetton is an Italian luxury fashion brand. They leveraged programmatic mobile display and audience insights to drive business.

Click through rate 12.9%
Impressions 1 Million

The right audience with the right message

Challenge

  • To promote Benetton Fragrance to adults, aged 25-49 years, in very specific locations - shopping centres in Colombian cities.

Solution

  • The campaign was run on iOS and Android devices, using video ad formats.
  • The initial pool of available video inventory was limited due to the specific geographic targeting required.
  • The bid strategies were adjusted to identify the top performing placements and to achieve the highest CTR.

Results

  • An average CTR of 12.9% over the course of this 10-day campaign.
  • >1 million impressions to the target audience.

Getting the right message to the right customers

Achieving and utilising learnings from the campaign was essential in order to cultivate success and augment the approach.  As such to achieve insights the campaign was executed without geographic targeting for a few days in order to identify where traffic was being generated.

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