campaign exceeds ROAS performance goal by 35%
ROAS increase over the length of the campaign
Conversions in the first 24 hours
Prospects converted after 12 or fewer impressions
Poppin is an innovative retailer offering a distinctive collection of chic yet affordable workstyle products and an engaging shopping experience.
Established with the unique mission to provide businesses and individuals with everything they need to work happy, Poppin intends to become the first company that makes buying, using, looking at, and thinking about office products an extraordinary experience. In order to get noticed in a highly competitive market, Poppin has rolled out a robust multi-channel strategy.
To support and enhance these efforts, the Poppin team decided to partner with Rubicon Project to test its innovative keyword-level display campaign to prospect for new customers.
More Happy Faces
Poppin wanted to identify high quality and scalable sources of relevant audiences in addition to proven channels such as organic and paid search (SEM).
Poppin set new and specific goals for its keyword-level campaign: Assess the value of keyword-driven display ads as a tactic for acquiring new clients.
Combine the power of
datasets and displays
Poppin's acquisition campaign leveraged Rubicon Project’s vast pool of intent data to target prospects most likely to convert. Focusing on keyword-level data, Rubicon Project quickly learned that the majority of conversions occurred when prospects search for office supply and furniture terms.
Day-parting and peak engagement hours informed campaign criteria, such as adjusted bid price and frequency caps, to ensure the most efficient buying and engagement costs.
ROAS goals achieved within 3 weeks.
Poppin exceeded ROAS goals by 35%, with a higher average order value than
expected. Inspired by the initial results, the company is now testing how to maximize
the potential opportunity.
Among highly qualified consumers, 55% of conversions occurred within the first 24 hours of seeing the last Poppin ad.
Poppin's creative reached and intrigued its target audience.
Because Poppin is a relatively new company, it took consumers up to 12 impressions to gain awareness and interest in the brand. More than 87% of consumers who converted were served 12 or less Poppin ads.
Time of day was important to the purchase cycle, between first messaging consumers and their final purchases.
Rubicon Project’s platform learned that Poppin’s customers are most active in the afternoon hours. Going forward, the company can focus its ad spend during the hours most likely to earn conversions and minimize waste.