Diving into Data for Narellan Pools
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.
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.
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
- 2016 IPA Effectiveness Awards: GOLD
- 2016 IPA Effectiveness Awards: Special prize for Best Small Budget
- 2016 Australian Effie Awards: Gold in Use of Data
- 2016 Australian Effie Awards: Silver in Travel, Leisure and Media
- 2016 Australian Effie Awards: Silver in Digitally Led Ideas
- 2016 Australian Effie Awards: Silver in Insight & Strategic Thinking
- 2016 Australian Effie Awards: Bronze in Return on Investment
- 2016 Australian Effie Awards: Finalist in Other Consumer Goods
- 2016 Cannes Lion: Finalist in Creative Data
- 2016 Mumbrella Awards: Media Campaign of the Year
- 2016 AMES: Gold in Data & Analytics
- 2016 AMES: Gold in Effectiveness
- 2016 AMES: Silver in Media Strategy
- 2016 AMI Awards: Nationals Winner of Consumer Research Insights
- 2016 AMI Awards: Regionals Winner in Marketing Data & Business Analytics
- 2016 AMI Awards: Regionals Winner in Consumer Acquisition Marketing
- 2016 AMI Awards: Finalist: Marketing Communications B2C and B2B
- 2015 Media Federation Awards: Winner in Best Use of Data category
- 2015 MSix Awards: Winner in Clever Data category
- 2015 ADMA AC&E Awards: Finalist in Data Strategy category
- 2015 ADMA AC&E Awards: Finalist in Data Analytics & Planning category
- 2015 ADMA AC&E Awards: Highly Commended in Best Media Campaign category
- 2015 AdNews AOTY Awards: Highly Commended in Best Use of Data
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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.
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