THE GOAL
Alumil is a global leader in designing high-quality aluminium products and one of the largest and most trusted names in home windows and patio doors, with over 30 years of experience, presence in 60 countries across 5 continents and more than 2,700 employees.
ForestView has been Alumi’s partner since 2017, covering the full spectrum of their digital communication needs, by promoting Alumil’s Brand Awareness in the very specific audiences of Architects, Engineers and Developers as well as the end consumers.
After 5 years of successful cooperation, ForestView’s goal was to fully leverage the deep industry experience developed, as well as the rich data sets, we had gathered through our campaigns, to maximize our Paid Media performance through optimized targeting and minimized media wastage.
THE STRATEGY
To achieve that, ForestView implemented a Custom Audience Strategy
Our own Custom Audience Strategy uses 1st party and cross-media 3rd party data, to make sure we only serve relevant content to each user persona, through the most impactful media channels for their persona profile.
This strategy optimizes our budget across audiences, content and media channels, by continuously updating our data based on how users actually respond to our campaigns.
1.9M Completed Video Views
THE WAY
To implement our strategy, we categorized our audience in 5 main audience personas, each of which we were able to target across media channels with the same campaigns.
We then categorized our content items, giving each item a tag matching one of the 5 personas, so that we can serve it to the right persona accordingly. We used cross-media UTM tagging and Google Analytics event tracking to gather 1st party data, used to continuously enrich our audience personas and optimize our campaigns. Finally, we continuously optimized our budget allocation across personas and media channels, optimizing our overall performance against our target KPIs.
Audience Personas
We used our own industry experience and the insights we had developed throughout the years, enriched with data collected from digital sources (e.g. media platforms, Google Analytics, Google Search Trends and Google Keyword planner) and consumer behaviour research (Global Web Index) identifying the most representative audience personas.
3rd Party Data
To be able to target each audience persona across platforms, we created a custom targeting matrix for each one of them, consisting of search keywords, interests, behavioral and contextual triggers per media platform. We also eliminated generic targeting criteria, such as interests around architecture, interior design and development projects to help us reduce our media cost and improve our targeting.
1st Party Data
In addition, we relied on Google Analytics for creating, storing and using 1st party data, to help us enrich our audience personas with users who have previously interacted with our website and which we can directly target in our future campaigns. We used cross-media UTM tagging and event tracking to continuously update our audience personas with 1st party data.
Campaign Strategy
To test, calibrate and prove our Custom Audience Strategy before we scale it, we used Alumil’s new 2022 video campaign as a pilot, across DV360-Youtube, Meta and Project Agora.
The integrated Google DV360-Youtube platform, allowed us to use the updated targeting parameters in real-time for each persona, while we also used a similar strategy across Facebook and Instagram to make sure we create and update our custom audiences. Finally, we used Project Agora for running our campaigns across premium publishers programmatically.
We optimized our campaigns across channel and audience persona to make sure we maximize our performance.
THE RESULTS
As our strategy fully developed, we managed to produce -once more- great results.
1.9M Completed Video Views
View Rate: 40% in 45’’ & 15’’ videos
View Rate: > 46% in Dv360.
CPCV: -50% vs CPCV without implementing Custom Audience Strategy
