Client: Cofidis – Financial Services
Objective: Drive qualified traffic to the Cofidis website, boosting brand consideration and expanding the retargeting pool. Key KPIs included click-through rate (CTR) and cost-per-click (CPC) compared to the programmatic market average.
The Challenge
Cofidis needed to attract more qualified visitors to their site to improve brand consideration and expand their retargeting base. Traditional retargeting methods often fall short in scaling qualified audiences, especially when targeting users interested in specific loan products. Their agency, Digital Angels took on this challenge, seeking a scalable and effective solution to bring in potential customers who would later be retargeted.
“Our decision to partner with Digiseg was instrumental in solving our scaling challenge. Their scalable audience segments played a key role in the campaign’s success.”
– Gabriele Zippilli, Programmatic Lead, Digital Angels.
The Solution
To scale up Cofidis’s retargeting pool, Digital Angels turned to Digiseg’s real-world household demographic data. Rather than relying on inferred behaviors or traditional demographic markers like age and gender, Digiseg’s approach taps into publicly available household demographics. This innovative method identifies consumer need and buying power, allowing broad reach without sacrificing quality.
By leveraging Digiseg’s data, Digital Angels targeted households more likely to be interested in loans, ensuring that the campaign reached the right audience. This data-driven approach resulted in highly relevant traffic and increased engagement on Cofidis’s site.
campaign creative
Results
Digital Angels’ strategic use of Digiseg data led to notable improvements over the average programmatic performance in Italy:
- CTR: The campaign saw a 144% increase in CTR compared to the Italian market average, demonstrating a high level of engagement from qualified users.
- CPC: The campaign achieved a 19% lower CPC, reflecting cost-effective audience targeting and improved overall efficiency.
By partnering with Digiseg, Digital Angels ensured that Cofidis’s site traffic was both scalable and relevant, driving more retargetable users and increasing brand consideration. The results underscore the power of combining agency expertise with innovative, data-driven targeting strategies.
Key Takeaways
Effective Scaling: Digiseg’s real-world data helped Digital Angels scale the retargeting pool efficiently, overcoming the common challenge of reaching enough qualified users.
Cost-Efficient Targeting: The campaign’s success in lowering CPC shows that targeting high-potential audiences can be both efficient and cost-effective.