Situation.
Juvia’s Place's year-over-year growth in four key geographies was growing much more quickly than the rest of the country. We wanted to excel in this growth by integrating new channels into the marketing mix, ensuring we showed up seamlessly across our core audience's digital lives. We pushed out a programmatic program that geo-saturated these regions and encouraged our target audience to purchase products DTC and at Ulta stores.
Objectives.
Volume: Increase order volume 25% in geographies launched.
Profitability: Hit a CPA comparable to social ads.
Retention: Upon flight completion, we tracked users for 6 months to analyze their CLTV vs Juvia’s Place’s average CLTV.
Our Approach.
After sifting through national YoY sales data (the brand was growing significantly YoY) we analyzed growth by DMAs. During this analysis, we pinpointed four regions that were growing at a rate 1X higher than the national growth.
Devised a recommended programmatic strategy on how best to geotarget these regions for local saturation.
Project-managed programmatic strategy through to campaign development to ensure launch was smooth and all components of the campaign would properly be tracked.
In-flight we optimized our programmatic
Analyzed our cohort long term to asses overall impact for the brand
Services Provided.
Creative direction
Media management
In-flight optimizations
Analysis, insights, and 6-month cohort mapping
Geo-targeting selection & strategy
Campaign & offer planning
Vendor selection
Audience criteria
“Pennock was constantly looking for new channels to test to amplify our scale in the marketplace. The wonderful thing was, many of the tests become long-standing evergreen programs because Pennock was able to tackle them with fail-proof strategies. ”
Key Results.
0.26%
CTR
+233%
eCPA
9,551
Purchases
