Case Study
Co-op hypes membership benefits with full-funnel video strategy
“Quantcast are a valued partner who use their data to reach the right audiences through the funnel, ensuring we’re hitting the specific campaign KPIs. Not only do we see consistently strong performance across our DR campaigns, but they can fuel the upper funnel and measure the impact of the campaign’s success all the way through the funnel.”
Carolina Turner-Suarez, Digital Director, Carat
Increase in site visitor rate for exposed audiences (vs. running lower funnel activity alone
Higher VTR than goal
“We saw a massive spike in new memberships when we added cookieless and upper funnel brand activity to our campaign, validating the success of our new strategy.”
Dominic Adams, Digital Marketing Lead, Co-op
Established in 1844, Co-op is the largest member-owned, consumer co-operative in the UK.
Industry
Retail
Brand
Co-op
Product
Cookieless, Quantcast Advertising Platform
Challenge
Co-op and their agency Carat wanted to drum up excitement and intrigue as they prepared for the launch of Co-op Live, the largest-capacity indoor arena in Europe. By showcasing the live music venue, which gives back to members of their consumer co-operative as well as the community at large, they sought to bring to life the benefits of having a co-op membership. With visually engaging video and a full-funnel approach, they aimed to encourage audiences to join Co-op.
Solution
Quantcast used Co-op’s first-party data, collected via the Quantcast pixel on site, to understand the membership audience and deliver OLV ads to audiences exhibiting similar behaviours across the open web. This targeted lookalike modeling, applied in cookie’d and cookieless environments, was paired with multiple layers of measurement to ensure accountability in the campaign’s success.
Results
The campaign proved highly effective at priming the Co-op Live audience to move through the funnel and become members. It achieved a 37% higher VTR rate than their goal, driving a huge amount of site visits, and as a result of having comprehensive on-site tagging, Quantcast measured a 3x lift in converter rates and a 3x lift in site visitor rate when audiences were exposed to both upper and lower funnel advertising.
The Partnership
