NEW BALANCE CASE STUDY

How we beat the target CTR for New Balance

What was the brief?Leading trainer brand New Balance wanted to raise awareness of its range of ADAPT training shoes in Singapore and drive users to their site. Their target CTR for this campaign was 0.10%.

NEW BALANCE CASE STUDY

What were the results?Our target CTR was 0.10% but we surpassed that with a CTR of 0.18% - to the delight of the client.

What did we do? Using our proprietary audience segments of Entertainment, Fashion, Grooming and Beauty, and Sports Enthusiast we targeted key sites in relevant contextual categories using a mixture of PMPs and exchange buys. We focused on desktop and up-weight delivery to users at home and on tablets - targeting users when we knew they’d be receptive to sports messages. We also incorporated powerful third party data to target relevant audience groups, for example Eyeota 18-25 and Active lifestyle. Singapore is geographically quite small but we targeted, optimised and reported down to postcode level.

NEW BALANCE CASE STUDY

What did we learn?

Top audience segments • Fashion, Grooming & Beauty • Health & Fitness • Property Hunter Top creative format • 160x600 Top contextual categories • Health & Fitness: Exercise • Automotive: Motorcycles • Real Estate: Buying/Selling Home

NEW BALANCE CASE STUDY

What did we learn? (cont.)

The best performing day was Monday, and best time of day was 10pm. The best performing geo was Jurong West Central, with a CTR of 0.39%.

Top keywords • Hairstyles • Marriage • Cycling

NEW BALANCE CASE STUDY