Narellan Pools

Diving into Data for Narellan Pools

Challenge 

Amongst a barrage of brands shouting for attention over the summertime pool buying rush, we challenged ourselves to shape an innovative summer campaign for Narellan Pools with a smarter method of spending across their 49 individual regional and metro centres. 

Solution

First up, we crafted an insightful digital and pre-roll campaign celebrating that first ‘dive in’ moment of owning your very own pool. But to be truly innovative, we dived deep into data – to ensure the right people were engaging with it at exactly the right moment.

Through our intense interrogation of first-party and third-party data we unearthed a targeting nirvana. We identified a set of specific factors that acted as the tipping-point to a sale – hacking our programmatic buying tools to turn them on, only when these specific conditions were met.

Our data-driven targeting allowed maximised exposure of our insightful campaign to exactly the right audience – and only at their tipping point of purchase consideration – delivering game-changing results.

Results

  • We REDUCED Narellan Pools’ media spend by over 30%

  • At the same time, we INCREASED sales by 23%

  • Creating a record-breaking incremental ROI of 54:1

  • Yes, that's a $54 return from every dollar spent!                     

Awards so far

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In the spirit of reconciliation, AFFINITY acknowledges the Traditional Custodians of country throughout Australia and their connection to land, sea and community.

We pay our respects to their leaders' past, present and emerging and extend that respect to all Aboriginal and Torres Strait Islander peoples today