Published March 2017
As a producer of hardware, software and related services for businesses and consumers, HP Australia wanted to drive sales among millennials. But it faced a challenge. According to internal research, millennials didn’t believe HP products were relevant to them. They associated HP with older users. HP Australia realised it needed to do a better job of communicating with and targeting millennials.
The team at HP Australia began by shifting marketing spend from billboards, TV and print to targeted, measureable digital media. That helped the brand reach millions of engaged and in-market consumers, drive awareness of new products and inspire customers to consider HP products. The next step was then to guide millennial consumers from consideration to actual purchase.
Getting a clear view of the customer with DoubleClick Bid Manager
HP Australia worked closely with its retail partners and resellers in Australia to create campaigns on Google AdWords, YouTube and the Google Display Network, and DoubleClick Bid Manager.
Retailers and manufacturers need to ensure that the digital customer journey is optimized and personalized, particularly at the lower end of the funnel.
To get a clear view of the consumers, the brand shared its first-party consumer data with retailers. It then embedded conversion tracking on retail partner sites. This allowed HP Australia and its retail partners to share cookie lists, as well as target and retarget consumers who had already shown an interest in the brand’s products.
“Retailers and manufacturers need to ensure that the digital customer journey is optimized and personalized, particularly at the lower end of the funnel. We’re embracing this by programmatically buying retail banner display advertising tailored to our end user segments,” said Darren Needham-Walker, marketing director at HP Australia.
This approach helped HP Australia gain a better understanding of the full customer journey than was possible before.
Data-led approach drives incremental sales
Measured through incremental e-commerce sales, HP Australia saw a 4X improvement in ROI, while traffic from programmatic retargeting converted 2X higher than the non-targeted consumer. Ultimately, this data-led approach helped the brand expose more millennial target audiences to its campaigns, and drive incremental sales at a significantly lower investment than previous marketing efforts.