Intent is the single largest performance marketing variable. It shapes our search queries, dictates our purchase paths, and mediates meaningful interactions with brands regardless of channel, media or content type. Understanding intent means understanding how consumers decide—to click, like, share and ultimately purchase. Performics creates digital marketing strategies that convert intent into revenue.
Our proprietary process to extract meaning from data to understand consumer intent to deliver dynamic, personalized and optimized experiences.
Connected and contextual advertising experiences built for conversion.
Customized, actionable content—accountable to performance.
Planning & Insights
Uncovering the motivation behind the click to map the consumer journey.
Analytics & Technology
Measurement and optimization powered by advanced man and machine learning.
Paid and earned brand engagement across all the latest platforms.
From omnichannel to hyperlocal solutions, for brands big and small.
Seamless experiences at the right time, in the right place.
Aligning brand strategy and agency solutions at every stage of the journey.
Launching Old Paradise Street
Old Paradise Street is where leading UK coffee chain Costa roasts its coffee beans in London. Costa launched a series of limited edition roasts, starting with Old Paradise Street. Our challenge was to launch this new roast, driving consideration, education and trial to achieve a 3% sales penetration target.
We aimed to raise awareness and drive trials for the limited roast with messaging tailored to Coffee Club members and coffee lovers at key times. The goal was to grow warmth among loyalists, re-engage lapsed customers and give reason for competitor brand customers to consider Costa. Through an app download campaign, we aimed to convert loyalty card customers to the new mobile app platform, growing our base of advocates by making it easier to join the Coffee Club.
By segmenting Costa’s CRM data by taste preference, and using real-time data feeds, we drove engagement by serving the right message to the right person at the right time. Customized pre-launch messaging targeted Coffee Club members who had already opened the CRM email, driving traffic to the Old Paradise Street microsite. Launch messaging on Facebook and Twitter successfully reached customers who were unresponsive on email, and at launch we targeted Costa’s occasional customer base of 2.2 million people.
Delta sought efficiency, so Performics needed to be creative with the brand’s display advertising in order to maximize revenue and ROI.
Because Delta wanted to drive ROI on transatlantic flights from the UK, Germany and Switzerland, Performics focused on retargeting campaigns for travelers searching for flights from these countries. Our proprietary AOD technology ensured that we only targeted users who had previously shown an interest in transatlantic flights. Furthermore, dynamic retargeting would enable us to personalize every ad impression we served to users.
We built ads using a set of creative that would dynamically change based on the destination an individual had searched for on the Delta booking page. The price and the background image drop also changed for each impression, making the ad much more compelling and relevant for people who had previously searched for transatlantic flights to the U.S.
Dominating Black Friday
With the success of Cyber Monday the previous year, HP aimed for the best holiday ever. Performics needed to persuade more consumers to shop online and make HP the PC brand of choice for shoppers.
We created an integrated media strategy to own Cyber Monday. At the heart of our marketing campaign was heavy generic PC, generic Cyber Monday and Black Friday keyword activity to enhance HP’s online presence and build awareness. To build excitement, we sought to clearly convey the limited nature of the offers.
We targeted bargain hunters and people specifically looking for electronics in the run-up to holiday with Paid Search advertising. To dominate ad position one and ensure constant visibility over the period, we used timely and specific ad copy to drive awareness and understanding, and ultimately conversions. With a peak in search interest after Cyber Monday, we decided to continue our Paid Search activity throughout the following week.
In March 2015, Performics client and leading UK insurer Aviva launched the Aviva Community Fund, a charitable initiative that encourages local community groups to submit their cause for a chance to win a grant of up to £25,000. Our challenge was to raise awareness of Aviva’s new fund and drive as many entries and votes as possible from community groups across the UK.
We found that people would be much more interested and able to relate to the initiative if it came from within their community. Our audience insights sparked the idea to communicate the entire campaign through the medium of storytelling. A user-generated content platform was at the heart of the campaign, so that all media generated value for owned Aviva assets. We spread our budget across paid and organic channels using SEO, digital display and programmatic, YouTube, Twitter and Facebook.
We broke our strategy into three phases. Ahead of the launch, our sole focus was to drive awareness and inspire our audience to submit their causes; during the competition our focus moved towards working with the causes to help them promote themselves and the fund. After voting closed, we showcased the brilliant winners, using their stories to sustain Aviva’s organic reach and inspire people to enter the competition in 2016.