Background & Goals
The Customer is a player that has been operating in the lighting sector for more than 30 years in the Italian market.
The client, prior to the start of the collaboration had never invested in media buying and 95% of the revenue was generated through offline channels.
The client’s goal was clear from the outset: to increase its revenue on digital channels.
Strategy and Actions
In the initial phase of the collaboration, WebGas created an action plan including initial setup activities and continuous optimization actions. Some of the key activities identified are:
- Definition of Buyer Personas
- Analysis of the Customer Journey and Attribution Models
- Omnichannel Media Buying Strategy
- Data Measurement and Tracking Strategy
- Integrative and Interactive Dashboard
In the first months of the collaboration, there was an initial Testing phase, aimed at really understanding which channels and creativity would generate the best results in terms of ROAS and CPA.
Once the winning assets were identified, the best performing campaigns on the various audience segments were scaled in the various phases of the Customer Journey.
