In the competitive world of travel luggage, Samsonite stands tall as a leader. Their recent advertising campaign, #TESTEDLIKESAMSONITE (TSL 2.0), aimed to strengthen the concept of “Aesthetic Engineering” in India. To ensure the campaign’s success, they employed Nielsen Digital Ad Ratings, allowing for effective monitoring across multiple channels.
Understanding the Campaign Objectives
The core aim was clear: to measure and evaluate the impact, reach, and frequency of the campaign. Samsonite focused on showcasing its premium quality through a visually appealing approach while keeping its messaging centered around functionality and excellence.
Two-Pronged Approach to Campaign Success
- Impact: Build visibility through high-impact properties.
- Reach & Frequency: Target individuals aged 25-54 within the premium luggage market using data layering techniques.
The Challenge: Maximizing Effectiveness Across Platforms
With a campaign spread across various platforms, the challenge was ensuring optimal reach and frequency.
- Dynamic Budgeting: Given the multiple campaign legs, it was crucial to continuously monitor performance. This meant real-time adjustments and strategic resource reallocation to maximise efficiency and effectiveness.
The Solution: In-Flight Optimization with Digital Ad Ratings
Utilising Digital Ad Ratings (DAR) for in-flight optimisation was key. Daily reports from Nielsen highlighted low levels of BOT traffic, prompting immediate action.
How Daily Monitoring Improved Campaign Performance
- Initial Performance: The top three platforms were underperforming regarding average frequency.
- Strategic Adjustments: By allowing time for optimisation and resizing the cookie pool, frequency improved by 65% on these platforms.
Additional Findings from the Campaign
- On-Target Percentage: Achieved an impressive 85%, with all but the three largest platforms meeting the average for the target demographic.
- Audience Reach: The campaign reached 20% of India’s active internet universe, with 34% of the target audience (25-54 years) engaged.
- Low Duplication: Only 6% overlap across platforms, showcasing effective targeting.
Demographic Insights
The campaign had a significant gender skew, with 75% of the audience being male. This insight allows for more tailored future campaigns.
Results: Impact and Cost Savings
Thanks to daily optimisation, the campaign reached a staggering 141 million digital users at an average frequency of 3.38.
- Cost Efficiency: The approach resulted in more than 25% savings on the overall campaign cost.
- Extended Campaign Duration: With lower reach and impressions from impact properties, the campaign was extended by three days, yielding a 3X optimisation in costs.
How Digital Ad Ratings Work
Digital Ad Ratings is a robust, census-based measurement tool. It provides:
- Comprehensive Reach Measurement: Next-day views across computers and mobile platforms.
- Privacy Compliance: Adheres to stringent privacy standards while delivering accurate metrics.
Conclusion: The Power of Digital Ad Measurement
The use of Digital Ad Ratings to track the TSL 2.0 campaign’s performance allowed Samsonite to enhance reach and frequency across platforms effectively. This in-flight optimisation led to a significant 25% cost savings—worth 5X the initial investment in DAR. Ultimately, Samsonite successfully met its advertising objectives, proving the value of real-time monitoring and data-driven decision-making.
By leveraging in-flight optimisation, brands can navigate the complexities of digital advertising, ensuring maximum impact and efficiency.
