Diving into Data for Narellan Pools

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

Recent Work

See More Work

Recent Awards

  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.

  • GLOBAL EFFIE INDEX 2018

    • AUSTRALIA'S MOST EFFECTIVE
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.

  • IPA Effectiveness Awards 2018

    • Presidents Prize
    • Most effective use of tech & data
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

  • IPA Effectiveness Awards 2018

    • Silver
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

  • APAC Effies 2017

    • Silver
    • Programmatic
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • AMY Awards

    • Best Digitally Led Campaign
    • Winner
    • The Amy Awards are the most prestigious digital industry awards in Australia. Now in its 23rd year, the AMY's celebrate our industry and reward the best and most brilliant work – and people – from it.

  • APAC Effies 2017

    • Bronze
    • Healthcare
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • APAC Effies 2017

    • Finalist
    • Seasonal Marketing
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • APAC Effies 2017

    • Finalist
    • Small Budget
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives

  • Mumbrella Awards 2017

    • Media Campaign of the Year
    • Winner
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    • Full Service Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    • Independent Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    • Best Use of Real-Time Marketing
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • Mumbrella Awards 2017

    • Mumbrella Award for Insight
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • GLOBAL EFFIE INDEX 2017

    • Australia's Most Effective
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.

  • WARC 100 2017

    • #1 Digital / Specialist Agency
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.

  • AUSTRALIAN EFFIE AWARDS 2017

    • Gold
    • Best Use of Data
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    • Silver
    • Digitally Led Ideas
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • AUSTRALIAN EFFIE AWARDS 2017

    • Bronze
    • Health & Wellbeing
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    • Bronze
    • Small Budget
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    • Finalist
    • Insight & Strategic Thinking
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2017

    • Finalist
    • Long Term Effects
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • AMI MARKETING EXCELLENCE 2017

    • CONSUMER RESEARCH INSIGHTS
    • Winner
    • The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • MFA AWARDS 2017

    • Best Use of Data
    • Gold
    • The most prestigious awards in the Australian media advertising industry

  • MFA Awards 2017

    • Best Short Term Demonstration of Results
    • Gold
    • The most prestigious awards in the Australian media advertising industry
See all our awards

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