“Conversant is the only marketing solution to offer a complete service, including an in-depth analysis of our needs and data-driven personalisation in real time. It also includes the most accurate test and control measurement method in the market."
Conversant and Brille24 then agreed on planned promotions, new collections and highlights of the season. Ad templates and their content were designed by Conversant's creative department, based on Brille24's brand guidelines. Uisng these templates, personalised creative was generated in real time, the moment a consumer visits a page, so that every recipient receives a relevant message, at the right time, and on the right device. Each Brille24 consumer influenced by Conversant received a series of personalised adverts corresponding to their personal situation (such as product preference, age, real-time weather, taste, browsing and purchasing behaviour, device, etc...).
"Conversant's approach is to use unique User-IDs as the basis for targeting and banner display, unlike the cookie-based method used so far in the market. It offered the possibility for Brille24 to address each of its users. The results clearly exceeded our expectations!"
"The initial objective of the personalised advertising campaign was to achieve an iROAS (incremental return on advertising spend) of 3:1. That is to say that each €1 invested was to bring in €3 in turnover. But, thanks to the campaign Brille24 has increased this defining KPI to 7: 1.
"Conversant's user-ID-based approach has given us a better understanding of customer behaviour. For example, during a workshop the topic of brand affinity and purchasing behavior was analysed - i.e. which brands (eyewear manufacturers) are preferred by Brille24 customers, in order of preference.”
Collaborating with Conversant enabled Brill24 to acquire 15,000 new customers between June 2017 and August 2018. Conversant supported us perfectly from the start of the strategy until its implementation. Internally, our work has been simplified. We determined the framework and delivered the content, everything else was implemented by the creative department at Conversant, to our specifications.