The primary campaign tactic consisted of serving behaviorally targeted online display, mobile and pre-roll video across multiple screens to custom audience segments within specific industries. This tactic provided the targeted reach needed to raise brand awareness and used insights learned from previous campaigns to engage the online user on the right device at the right moment.
The search and purchase behavior from prior campaigns indicated that the users most likely to purchase Earthforce parts were specific competitive equipment owners. Using competitive dealer location data that we had access to, we competitively conquested known in-store visitors who purchased their product within a brick and mortar dealer. This allowed us to geo-target dealer locations and retarget actual customers/walk-in traffic with Earthforce ads once they left the building.
Another tactic that we incorporated was to contextually target online users who have contributed to online discussions or have contributed sentiment to an online discussion regarding equipment relating to Bobcat and their competitors. This tactic incorporated the necessary data to know when to place an ad in front of an online user who was involved in the discussion. This allowed us to competitively conquest competitive brands and other related terms to increase share-of-voice within the correct industry verticals.