Narellan Pools
Diving into Data for Narellan Pools
Potential
Narellan was competing amongst a barrage of brands shouting for attention over the summertime pool buying rush, but not meeting its growth potential 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.
Realised
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.
The Results
- We reduced Narellan Pools’ media spend by over 30%
- 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
- 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
