Shell beats retargeting CPC and CTR by focusing on car owners

185%

eCPC lower than retargeting

220%

CTR Higher than retargeting

Shell is a global group of energy and petrochemical companies.

Campaign Goal

Boost online sales of car-wash coupons.

The Challenge

Shell/St1, owner of more than 70 Perfect Autopesu car wash stations throughout Finland, was keen to get new customers by selling car-wash coupons online (if a consumer purchased a coupon, he or she would most certainly redeem it at one of the stations).

To boost coupon sales, the company contacted the Roister Marketing agency to design and execute an online campaign. The key to success, however, lay in targeting the right kind of consumer: one who isn’t inclined to wash his or her own car for whatever reason, and has enough disposable cash to pay for a car washing service.

The Solution

The campaign leveraged two distinct strategies: targeting consumers based on a custom audience built by Digiseg and a traditional retargeting program.

Digiseg built the car-wash custom audience based on a variety of attributes. To ensure the audience contained consumers who could afford the coupons, households in the lowest 20% income bracket were eliminated. The audience based on tech usage in order to reach consumers who are comfortable buying products and services online. Finally, in order to reach the highest penetration of car owners, the custom audience included households with two or more cars.

The Results

The custom Digiseg audience segment exceeded Shell/St1’s expectations as well as the results achieved by the retargeting initiative. In a head-to-head comparison.

185% eCPC lower than retargeting
220% CTR Higher than retargeting

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