A 14:1 return that turned a sales target into a sales record.
A retail brand needed more than steady growth — it needed to find customers it didn’t know it had yet. AlwaysOn Digital turned purchasing data into a prospecting engine that beat sales expectations and lifted brand engagement along the way.
The Challenge
The retailer needed to spearhead two things at once: grow sales volume and strengthen brand visibility within its key demographics. That meant going beyond its existing customer base to identify emerging customer profiles the brand hadn’t fully engaged yet — and doing it in a way that kept those customers engaged over time, not just acquired once. The brand needed a strategy built for continuous engagement and an optimized customer experience, not a single-touch campaign.
Strategy & Approach
AlwaysOn Digital built the strategy around the retailer’s own purchasing data — curating fashion-focused Private Marketplace deals and pairing them with an aggressive prospecting push across multiple formats.
Purchasing Data Targeting
Used the retailer’s distinctive purchasing data to identify and prioritize high-potential customer profiles.
Fashion-Focused PMP Deals
Curated Private Marketplace deals in premium fashion inventory to reach shoppers in brand-relevant environments.
Prospecting Strategy
Deployed a comprehensive prospecting push to identify and engage new customers beyond the existing base.
Multi-Format Execution
Spanned display, video, and mobile tactics to ensure robust, consistent reach across the customer journey.
Execution Timeline
Data & Deal Curation
Analyzed purchasing data and curated fashion-oriented PMP deals to align inventory with the target audience.
Prospecting Launch
Deployed the multi-format prospecting strategy across display, video, and mobile to reach new customer profiles.
Measure & Optimize
Tracked engagement and sales performance throughout, optimizing toward the highest-performing segments.
Results
The campaign exceeded its predefined objectives, with a consistent upward trajectory in brand engagement throughout its duration and a return that made the case for continued investment.
A Strategy Built to Repeat
The results underscored the potency of the data-driven approach and paved the way for future initiatives. With a proven playbook for identifying and converting emerging customer profiles, AlwaysOn Digital and the retailer carried the strategy forward as a repeatable model for future campaigns.
