Challenge

Like all companies from all industries, our food customer also had the task of winning high-value new customers and addressing customers who had become inactive again. And that under difficult conditions, such as the increasing number of cookies dying and ever more demanding data protection restrictions.

Challenge accepted!

Solution

CRM meets paid media:

1. Find out through 1st-party data who your own high-active existing customers are and what characterizes them

2. With the understanding gained about your own high-active customers, create suitable communication content and offers

3. Upload your own CRM high-active segment via custom audiences to established paid media platforms, form look-a-likes and address them precisely with the previously selected offers

4. Same procedure for reactivating inactive customers

5. Data protection check, media planning, dynamic creative set-up and real-time success measurement as part of project management

Results

- First successfully established first-party data-driven paid media campaign

- Less than €3 media had to be invested for each new high-active customer. Reactivation of inactive customers: Inside for less than 2 €.

- Successful cross-functional collaboration between CRM and Performance Media teams