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The Brief
Support the EMEA launch of the newest Cat Phones handsets: the hygienic S42 model and the S62 Pro with thermal imaging. Both handsets were brought to market as a direct response to the COVID-19 pandemic to help small to medium-size businesses get “Back to Work” safely.
The Truth
Given the need for precision and accuracy in reaching our target audience, the desire to accelerate growth to hit sales targets rapidly, and the large volume and diversity of the markets (comprising multiple languages), we determined that a programmatic audience-first approach to media planning and buying would be the most efficient and effective route to market.
The Idea
We leveraged multiple complementary digital channels and a centralised audience targeting strategy to cohesively deliver against campaign goals, with an emphasis on biddable platforms.
Digital display delivered programmatically with tight frequency caps fuelled upper-funnel and brand objectives, providing efficient reach and scale, with paid social (Facebook, LinkedIn) and PPC as the primary vehicles for driving consideration and conversion actions.
Results
From the get-go, it was clear our data-driven, biddable-first media strategy was the correct approach and that the channel mix would successfully drive both awareness and performance KPIs. We delivered a significant reach of 20M+ highly targeted SME business prospects across critical audiences, generating 53,655 retailer referrals at an average CPL of just £5.65 – well below the £20 goal.
