WhiteAway
About WhiteAway
The work made for WhiteAway runs to 2 verified projects since 2022 — mostly BrandDevelopment, AI and Communication.
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Got a better deal with Google
THE TASK Brand building SUMMARY The battle for customers is fierce when it comes to white goods and electronics for the home. And White Away Group are good merchants who do not invest in complex solutions without certainty that it will pay off. So we set out to prove that. Difficult to get right in a highly competitive market In a market with identical products, low profits and a short purchase process, a tight and precise media effort is needed. Analyzes showed that customers go by price and product rather than a specific brand and typically visit up to 4-5 white goods retailers before making a purchase. But it also turned out that a high-value customer at White Away puts on average 20 times as much money as a low-value customer. Digital testing strategy identified the most valuable customers To ensure that we got hold of the right customers, we set about testing White Away's efforts on Google. We also had a thesis that too many marketing kroner were spent on Google Ads in relation to the yield, even though it was excellent. We wanted to bypass the generic keywords and 'bidding war' on Google - and set out to prove that with the right timing and dosage, it is possible to do business with Google. In order to be able to move the money to where it gave the most value, we examined the effect of Google Ads. With a test group and a control group, we could, for example, see what happened when we switched off a media channel - and see how many people still found WhiteAway through their own searches. At the same time, we built a Google Cloud AI engine where we collected clickstream and conversion data from WhiteAway's websites. This allowed us to see which customers were most likely to buy and who, on average, would buy the most - and could automatically offer more for the most valuable customer groups. The merchants at WhiteAway got a lot more for their money The digital testing approach gave us new knowledge about how media buying could be optimized in relation to organic traffic, and AI proved to be a solid tool to activate media buying. 23% of WhiteAway Group's budget for Google Ads could be moved to more value-creating activities. And what was left of the budget was optimized thanks to the Google Cloud AI engine, resulting in a 250% increase in ROAS. Credits: https://www.mediacom.com/dk/