Case Study

Cloud Computing Brand Sees Dramatic Awareness and Ad Recall Lifts

Human Values Targeting Segment Achieves Highest CTRs in Campaign

Summary:
The advertising agency for a cloud computing company integrated Human Values Targeting into a branding campaign designed to boost awareness among a select group of technology professionals.

Resonate Networks delivered micro-targeted ads to 16 million impressions, driving increases in Brand Awareness of 63 percent and 50 percent lift in Ad Recall.

Objective:

A cloud computing company launching a new product aimed at small- and medium-sized businesses wanted to increase awareness and demand among a precise group of technology buyers and software developers in companies with 50-1,000 employees.

The campaign’s primary objective was branding, so pre- and post-Awareness and Ad Recall would be measured. Because of the educational nature of the campaign’s landing page, click-through rate was also a consideration.

Strategy:

Resonate Networks worked with the brand’s agency to develop a custom audience profile and media plan using our proprietary Human Values Targeting methodology and database. The agency wanted to reach a principal audience of IT managers, staff and executives involved in the purchase of servers and storage, and a secondary audience of application and software developers.

Resonate Networks refined this target audience further with unique value parameters, focusing further on people who buy products and brands that make them feel they have attained important milestones in their careers, help them achieve more in the future, come from brands they know and trust, and that are perceived as innovative and functional.

These attitudinal parameters allowed the agency to micro-target specific messages to this audience for an even greater impact.

Results:

The campaign delivered over 16 million impressions to this highly-specific audience. It achieved its branding objectives with an increase of 63 percent in Awareness and a 50 percent lift in Ad Recall.

Additionally, the agency reported that the click-through rate from the Human Values Targeting segment was the strongest of the entire campaign including ad network and direct buys.