Data Science & Power Personas Drive >5X Higher Dealership Visit Rate

MULTICULTURAL AUTOMOTIVE CASE STUDY

Data Science & Power Personas Drive Higher Dealership Visit Rate

Top multinational automaker achieved a dealership visit rate 545% above benchmark against their target multicultural audience.

multicultural man at dealership

THE GOAL

Reach the multicultural target audience and increase their dealership visit rate.

An American multinational automaker sought to increase dealership visits by multicultural audience of AA Males 35-54 that are in-market to purchase a vehicle across southern DMAs through a campaign supporting their popular pickup truck model.

The primary KPI of store visit rate for dealerships within the Dallas, Charlotte, Memphis, Houston and Raleigh DMAs was measured against the client’s historical rate of 0.11%.

THE METHOD

Sightly used advanced analytics and proprietary algorithms via its innovative Outcome Intelligence Platform to fuse content signals and audience signals and drive more dealership visits.

Man at dealership

First, Sightly custom-built multicultural auto intender “power personas” to reach AA Males 35-54 within the Dallas, Charlotte, Memphis, Houston, and Raleigh DMAs who are in-market to purchase a vehicle.

Our algorithm also helped to identify other users who had the same characteristics of the in-market users, so we could target incremental AA Males 35-54 over the course of the campaign and scale this precision targeting at the geo-level to support the regional dealerships.

 Our content intelligence system identified music videos, football and auto & vehicles as categories that resonated most strongly with the target audience, further solidifying their profile of intent and allowing for optimization against audience passion points.

In total, Sightly performed more than 29,000 optimizations to ensure the campaign reached the target multicultural audience and achieved outcomes measured by the dealership visit rate KPI.

THE RESULTS

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Higher store visit rate than the client’s historical average.

Through these rigorous data analyses and resulting optimizations, Sightly was able to achieve a store visitation rate of 0.71%—545% higher than the client’s average.

The success of this campaign in reaching the desired multicultural audience and driving them in store within specific DMAs demonstrates Sightly’s ability to reach a desired audience and use a rich data set, including audience data and content signals, to scale this approach and drive incremental store visitation.

These strong results speak to Sightly’s data science application and mastery of implementing complex targeting parameters to achieve desired business outcomes.

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National Health Care Company

Health Care CASE STUDY

Increasing awareness and reaching new patients

Sightly helped this national health care company use performance video to position themselves as the go-to hosptial with their target audience.

ObJECTIVE

The client wanted to drive brand awareness, aiming to make themselves the go-to hospital among their target audience. The secondary goal was to increase patient volume, reaching their audience efficiently with relevant creative on high quality digital inventory.

STRATEGY

Sightly worked with this health care company to breakdown their campaigns by branding and 10 separate service areas. This required over 850 campaigns in order to reach the correct audience in the most effective manner.

Sightly developed over ten unique buyer Personas using Google First Party data that were deployed at every stage of the consumer journey and leverage intelligent audience optimization over time.

RESULTS

We worked with the client to layer on our proprietary adtech and managed service solution, acting as an extension of their team.

The ED Service area drove the most conversions, 37 thousand website conversions were collected

Website conversions across over twelve thousand geo-locations (Cities, DMAs, Zip Codes, neighborhoods

Achieved 43% view rate

INSIGHTS

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25-34 year-olds were 43% more likely to watch the entire ad

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Audience retention was most successful in Las Vegas six out of ten people who viewed their ads completed the entire video

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30 second creative was the best performing ad length with 8 out of 10 people viewing the ad to completion.

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CPG Oral Care

CPG CASE STUDY

Improving Awareness and Purchase Intent

Find out how Sightly helped this major consumer package goods (CPG) brand drive outcomes by encouraging families to replace their old toothbrushes.

ObJECTIVE

This top oral care brand wanted to generate increased awareness and purchase intent through a campaign encouraging families to replace old toothbrushes to maintain good oral health.

Success was measured primarily through view rates.
The brand also wanted to ensure that Nielsen Audience On Target Ratings exceeded the audience benchmark.

RESULTS

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Sightly delivered a view rate of 59.6% (60% above average)

PERFORMANCE AND INSIGHTS

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Nielsen Digital Ad Rating was 71.4% (exceeded the industry benchmark by 56%)

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Store Visit Lift through the first 20 days of the campaign

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62% more views than projected

*Placed Study shows Retail Supermarkets and groceries Median lift 28% – we achieved 17% higher than the grocery standard and 130% lift over QSR

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    Finance

    FINANCE CASE STUDY

    Increasing Credit Card Applications with Performance Video

    Find out how Sightly helped this major financial institution increase credit card applications and effectively engage new customers online.

    OBJECTIVE

    This major financial institution wanted to drive credit card applications at the most efficient cost.

    RESULTS

    TOP RANKED VENDOR for getting people to fill out credit card applications

    ACHIEVED INCREMENTAL REACH ACROSS DEVICES

    PERFORMANCE AND INSIGHTS

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    Nielsen Digital Ad Ratings on average for ages 25-54 (compared to Google Preferred in demo 65%)

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    Improved DAR rating by 13% across the plan

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    Average on-target rating of 74% (with a delivery rate of 100%)

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    HHI benchmark for Google Preferred was 30%, Sightly performed at 44%

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    National Insurance Provider

    INsurance CASE STUDY

    Extraordinary Engagement Drives Business Outcomes

    Sightly helped this national insurance provider improve business on a local level while increasing brand awareness.

    OBJECTIVE

    This popular leading national insurance provider wanted to: increase brand awareness & customer engagement locally.

    SUCCESS WAS MEASURED BY

    Viewable
    Impressions

    COMPLETED
    VIEWS

    BRAND
    LIFT

    RESULTS

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    View Rate (39.25%)

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    Brand searches increased by 15%

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    CTR increased 16% throughout the campaign

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