Digital Marketing Case Study - NBC
Increase in Online Ticket Bookings
Reduction in display spends
Increase in Revenue/ Advertising spends
NBC as everyone knows is a global media conglomerate which produces and distributes blockbusters across the world. The regular advertising channels allowed them to reach millions of users to help push their movies. But NBC was not able to conveniently track the ROI on these advertising channels. It was not visible to them how many actual bookings were being made on the millions of dollars being pushed into these ads.
The key challenge here was to identify performing advertising channels and to use these channels to create a programmatic advertising strategy. We then had to identify a stable payment platform that would allow us to track bookings from multiple channels
What did we do?
Studied User Behaviour
With over 1 Million+ impressions across multiple websites, we had a host of data that we could look at and analyze. We had to understand what the user behavior was, during his intent of purchase. We tracked and analyzed which websites they would go to and how much time they would spend on each website. We then segmented them based on the type of website and created content buckets to communicate with them.
By understanding the user behavior of people we could understand what their user journey was. What websites they visit, what content they consume. By understanding this, using programmatic advertising strategy and leveraging HockeyCurve's intelligent Cookie Pooling solution & Dynamic Content Optimization we were able to target high intent users on the days leading up to the film to come back to the website to book tickets. By focusing our funnel to these high intent users on the exact websites they consume content we could drive back considerable traffic that converted. We created a slew of creatives that we used as a sequential story to these users.
Test, Optimize, Document, Repeat!
We were able to execute multiple A/B tests to understand what kind of sequential creative work the users were interested in. Using Hockeycurve's intelligent network, we were able to assign scores to these users. Based on these scores, users were then segmented and different messaging types were tested on different websites. We clearly saw a high CTR on websites or web pages that were focused on English Cinema.
The result was that our campaign allowed NBC to finally recognize ROI on their huge spends. We further amplified this achievement by decreased ad spends and increasing CTR
10% Increase in Online Bookings
65% Increase in Revenue/Advertising Spends
25% reduction in display advertising spends
Reduced Bounce Rate.
90 MN + Ad Impressions
F&F 8 did the largest weekend opening in history in India