Case Study
Bellissima boosts brand awareness with real-time data and contextual targeting
"Partnering with Quantcast for the Bellissima Prodigy campaign delivered strong KPI results, driving quality traffic and providing sales and assist to conversions. The mix of web video, CTV, and real-time Brand Lift studies provided valuable insights into campaign impact, frequency, and targeting."
Floriana Cornaggia, Global Head of Brand & Corporate Communications, Bellissima Imetec
Better CPCV than benchmark for OLV and CTV
Better CTR than benchmark for OLV
Bellissima Imetec, a brand of Tenacta Group SpA, is a pioneer in providing professional hair care tools and technologies that are both innovative and long-lasting.
Industry
Retail
Brand
Bellissima Imetec
Product
BLL, CTV, Quantcast Advertising Platform
Challenge
Bellissima Imetec wanted to increase brand awareness of Bellissima Prodigy, a new high-performance air styler with digital heat controls for damage-free hair. They sought a partner to plan an omnichannel strategy across connected TV (CTV), desktop, tablet, and mobile devices with technology that leverages AI and machine learning for first-party data targeting and real-time optimisation. They looked to continuously assess the performance of the awareness campaigns, to ensure the best possible results.
Solution
Quantcast’s unique real-time data and contextual targeting enabled Bellissima to activate an upper funnel campaign across web environments and on CTV to reach new target audiences: people interested in beauty, haircare, style, and fashion as well as brand competitors and products related to ones they already own. While Bellissima ran a linear TV spot, Quantcast launched a CTV and online video (OLV) campaign to amplify the message, reach a larger audience, and help the sales of Bellissima Prodigy. To evaluate the results of the CTV and online video awareness campaign, they ran Brand Lift Live by Quantcast™ across channels.
Results
Brand Lift Live provided Bellissima Imetec with real-time insights, allowing them to adjust their campaign mid-flight to maximise their results. Bellissima Imetec surpassed its media goals:
- OLV: view through rate (VTR) was 8% higher than benchmark in the same vertical, cost per completed views (CPCV) was 33% better, and click through rate (CTR) was 90% better.
- CTV: CPCV was 33% better than benchmark in the same vertical with strong lift from those 18-29 with a secondary audience lift from 45-54 year olds.
From Insights to Optimizations:
Bellissima learned that optimal frequency for the creative was 5-7 exposures in the campaign. The audience aligned perfectly with the target defined by Bellissima, showing a strong index not only in that segment but also in related categories such as “Healthy Living” and “Holidays & Celebrations,” indicating a broader interest in wellness and special occasions.
