How home furnishing company Homelane grew leads for less
There is a high chance that you or someone you know owns an LG Electronics TV, home appliance, air solution, mobile device, monitor, or service robot. The technology and consumer electronics company operates in almost every country and has an international workforce of more than 75K employees.
LG has been working closely with the advertising agency MediaWise for some time now. This digital agency has been supporting LG by running scaled digital campaigns for its new product launches and priority products, as well as driving sales across all product categories. To help the electronics giant drive more sales on retailer properties, MediaWise needed help from a partner with retail partnerships and expertise.
LG and MediaWise chose to partner with Criteo for their Russian campaigns and are currently using Criteo’s Co-marketing solution, which allows LG to drive sales on retailers’ websites and marketplaces. Criteo shows LG’s banners to users who are most likely to convert across the open internet, using a broad network of premium publishers. Once the users click on a banner, they are directed to a retailer website or marketplace where they can purchase LG’s product.
For this campaign, Criteo worked with four of Russia’s leading consumer electronics retailers: M.Video, Eldorado, Technopark, and Citilink. Andrey Dyuzhov, Head of Media, HSAd Russia, internal ad agency of LG Electronics, explains why this is key for the partnership. “If we worked directly with retailers, receiving a good in-depth analysis of our campaigns would be quite difficult. But Criteo already has these partnerships with retailers, it has its pixels added on their websites, and that gives us detailed insights and drives excellent campaign performance,” Dyuzhov said. “The Criteo Co-marketing campaign is always-on. We launched it last year and we haven’t stopped it since then. It’s so much easier to work with Criteo, it does not require integration with any of the four retailers.”
In addition to Co-marketing, LG and MediaWise also rely on Criteo’s retargeting solutions to drive sales on LG’s website, as well as Commerce Audiences to attract new potential customers. Both the brand and the advertising agency felt that Criteo’s KPI-driven approach was a major strength. “We really appreciate that Criteo provides us with forecasts of our campaigns such as the ROAS we can expect from them,” Dyuzhov said. “We work with many vendors and almost none of them can give estimated results, and it’s more like ‘we get what we get.’ We like this clarity and precision with Criteo.”
The results are noteworthy. In two months (Dec 1st, 2020 – Jan 31st, 2021), the average ROAS reached almost 16X, there was an average growth of +7.2% in order value among users who engaged with LG campaigns, a 4.4% share of LG sales generated by Co-marketing campaigns out of total sales across all retailers, and a 75% share of new LG buyers across all retailers. “When we first launched the Co-marketing campaign, we set a ROAS target of 10X, which for us and our client would mean success. We are pleased to say that Criteo continually exceeds our target KPI every month,” Diana Kochkarova, Digital Group Head at MediaWise. MediaWise also said they would recommend the Co-marketing solution to any brand that sells its products online on retailers’ websites or marketplaces.
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