Case Study
Toolstation builds consideration with in-market consumers
“With Quantcast, we were able to successfully and cost-efficiently build consideration with new prospects. Their cookieless capabilities really helped us to push the boundaries of addressability across the open web, enabling us to find our key trade audience at scale.”
Caroline Roper, Senior Brand Marketing Manager, Toolstation
Overall consideration lift
Consideration lift from video wrap unit (created by Quantcast creative services)
Toolstation is a multi-channel retailer of tools and building materials with more than 575 branches in the UK.
Industry
Retail
Brand
Toolstation
Product
Creative Solutions, Cookieless, Brand Lift Live, Quantcast Advertising Platform
Challenge
Toolstation wanted to build brand consideration with trade customers who were in-market for trade supplies by driving sign-ups to the Toolstation Club and measure the effectiveness of their marketing. They needed to understand their current customers, find similar audiences in real time, and drive quality visitors to their site. To extend their reach to previously unaddressable audiences, they were also ready to try cookieless advertising.
Solution
Their agency, The Specialist Works, partnered with Quantcast to run a display and online video campaign optimised to reach their goals. They utilised Quantcast’s on-site pixels to understand the live ‘trade’ customer on the Toolstation site, then applied predictive modelling to find lookalike audiences across the open web in real time. Through live insights from Brand Lift Live by Quantcast™, The Specialist Works was able to optimise the campaign mid-performance to ensure Toolstation was pushing brand consideration. In addition, they used Quantcast’s cookieless solution to drive incremental site visits.
Results
Toolstation exceeded their goals, engaging viewers especially well with their video ads, increasing consideration of their brand significantly, and driving cost-efficient visits to their site. Overall, they achieved a 44% lift in consideration. They saw a much stronger uplift (53%) from the video wrap unit, designed by Quantcast’s creative services, than the standard online video unit (29%). Toolstation drove the same strong performance results across display in cookie-based and cookieless environments.
From Insights to Optimization:
Initially, the consideration lift was -3%. Seeing a much stronger uplift coming from males, they overlaid this demographic on top of the campaign and saw consideration increase to 85% in the next month.
The Partnership
