How Experimentation, Seasonality, Contextualization, Virality & Value Drive Success

Creating a breakthrough advertising campaign that both engages consumers and drives desired outcomes has become increasingly difficult in today’s evolving world. Inflation, shifting consumer behavior and continued pressure to do more with less to drive return on ad spend (ROAS) require marketers to build short-term solutions as well as think hard about their long-term strategies that best align with their core KPIs and objectives.

Here are five ways to optimize your advertising campaigns and achieve record-breaking engagement rates:

1. Experiment with Gamification & Immersive Creative

Hot take—you don’t need to spend $7+ million on a Super Bowl ad to reach your target audience. Gone are the days of relying on static media or traditional commercials to drive successful campaigns. Beyond increasing engagement with consumers, experimentation is critical as marketers prepare for the evolution of identities and contextual advertising. Now is the time to take your campaigns to the next level, whether through immersive experiences with AR & VR or gamifying your next campaign.

The New Jersey Lottery offers a case example of this approach. For its “101 Days of Summer” campaign, the brand leveled up its strategy with a gamified creative. The engaging “Tap-a-Ticket” game not only offered unique prizes and led viewers directly to the New Jersey Lottery Website with a “Find the Fun” call-to-action, it shattered industry benchmarks generating a click-through rate of 6.4%, 10.67x above the industry average.

2. Invest in Real-Time, Contextual Media Programs

Consumer behaviors are constantly evolving, especially as we navigate the return-to-work, surges in travel and rising living costs tied to record inflation. In order to effectively reach their target audiences, marketers must adjust their strategies and tactics to meet their customers during every step of the purchase process.

Real-time, contextual media is key, as it moves beyond the Who and highlights the growing importance of When and Where best to engage a consumer. For example, a Millennial shopper who sees an ad for a sofa shouldn’t have to scour the internet to find where it’s in stock—a contextual, real-time ad can showcase the exact details needed to make a seamless purchase in their precise moment of need.

Howard’s understood the assignment. For a 2022 campaign, the furniture and appliance store tapped engaging and interactive creative to stand out and engage consumers. Leveraging real-time advertising based on location, Howard’s highlighted the When and Where best to connect with a consumer, while shining the spotlight on an assortment of products available in store via an interactive carousel. Each product displayed included the name and price as well as confirmation that each item was “In Stock” to eliminate hassle. As a result of this real-time, contextual strategy, Howard’s timely campaign drove exceptional results with a click-through rate of 5.77%, 9.6x above the industry average.

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3. Create Timely Touchpoints with Seasonal Moments

Whether a traditional season like summer or the holidays, or smaller moments like National Pizza Day, seasonality provides a chance to creatively engage customers during pivotal moments of the year.

Aiming to make a splash throughout their biggest season, WOW Sports promoted its watersports products with an interactive campaign that captured the festivities of summertime with animated GIFs and vibrant summer imagery. Combining key seasonal elements with an interactive call-to-action, the ad directed parents to the closest Sam’s Club to find the exclusive products, generating a click-through rate of 6.51%, 10.85x above the industry benchmark.

4. Tap Trending Topics & Engaging Creatives to Win the Day

From feta-baked pasta to cleaning with The Pink Stuff to straight-leg vs. skinny jeans, viral social media trends have undeniable potential to spark consumer purchase behaviors. As younger consumers look to their trusted peers on TikTok or Instagram for aesthetic inspiration and product reviews, marketers should take advantage of the opportunity and strategize campaigns that seamlessly keep their brands top of mind during relevant, viral moments.

Columbus Craft Meats noticed a surge in charcuterie board making on TikTok. As Millennials and Gen-Zers raced to the nearest grocery store to find various meat products, Columbus Craft Meats launched a digital campaign that displayed its salami varieties next to their perfect pairings. Enabling viewers to quickly add the products to their shopping carts, the interactive campaign generated a click-through rate of 6.1%, 10.2x above the industry benchmark.

5. Never Underestimate the Power of Value

As inflation reached its peak and consumers became sensitive to pricing, marketers faced the challenge of sustaining customer loyalty. Value can be one of the biggest factors in purchase decisions, which makes it essential for marketers to consider value-based messaging for campaigns.

Recognizing the impact of inflation on consumers’ spending habits, Labatt incorporated a $9 off coupon in the creative promoting its selection of Labatt Canadian Pilsners and Labatt Blue Light Seltzers. Encouraging consumers to save big during a time of heightened price volatility, Labatt earned a strong click-through rate of 6.07%, 10.12x greater than industry average.

At the core, when strategizing an approach for a campaign, marketers should think beyond creating an advertisement. It’s essential to ask yourself the question: how can I elevate this campaign’s relevance and create a truly differentiated experience to create a breakthrough moment for our brand?

**Google Ads Mobile Benchmark for Average CTR, 2019

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