About Danone Actimel
Actimel is a yogurt drink available in 12 delicious flavours and a great way to start the day as part of a balanced breakfast. Actimel contains Vitamin B6 that contributes to the reduction of tiredness and fatigue. It also contains Vitamins B6 & D to support the normal function of the immune system.
About MEC UK
MEC is one of the world’s leading advertising media planning agencies with expertise in digital media, social media marketing, and much more. The fifth largest media agency in the world, MEC clients include Vodafone, Netflix, Paramount Pictures, Marriott, Chanel, GE, Visa, Xerox, Colgate-Palmolive, Chevron, Beiersdorf, Tiffany, and Michelin.
Actimel and MEC have produced an effective and innovative approach to distributing content with timely and cultural relevance, helping us resonate further with our target audience.
The Challenge: Finding Fans Across Location, Weather, and Sports
MEC UK was looking for a solution for its client, Danone Actimel, that could target consumers by geolocation, leverage weather signals and football scores, and reach people according to shifts in both. Also, MEC wanted to achieve a Cost Per View of £0.03 for three seconds of video.
The Solution: Trigger Based Video Remarketing For Full-Funnel Engagement
MEC used Marin and its status as a Facebook Marketing Partner to retarget the people who were exposed to Danone Actimel videos for three seconds or 95%. Using trigger-based ads, MEC targeted a large audience to ensure Actimel’s brand got maximum and precise exposure. Since Marin has a partnership with TVTY that allows customers to leverage specific triggers—including, for this project, weather patterns, pollen alerts, travel conditions, and more—MEC UK found the platform uniquely fitting. After the triggers were created and linked to campaigns, the campaigns were activated or paused based on the triggers to ensure messages were shown at appropriate times. Danone Actimel provided its creative assets to MEC UK. These assets were all designed to deliver messages encouraging consumers to stay strong in everyday situations. These assets were all designed with the specific themes of happiness and bad days, one for each day of the week. The campaigns were then planned and set up according to the associated trigger and creative asset. The overall strategy included a media plan based on precise and methodical campaigns for reach and frequency, engagement, and video views. Naming conventions made it easier to report on campaign performance, and mass duplication allowed the team to update the campaign in bulk—including duplication of the start, end date, budget, and bidding at the campaign/ad set and ads level. In addition, Marin’s video remarketing and auto-pause features allowed Danone Actimel to retarget to custom audiences and automatically pause ads with lower click-through rates. Marin’s TV Sync automatically activated Danone Actimel’s social ads based on customizable offline events. Other beneficial features and tactics included:
- Spending cap limit: setting an overall budget limit for the account
- Budget distribution based on the target size of remarketing audiences
- Pivot tables: reporting capabilities at the creative and targeting levels
- Extra link URL: for sharing reports with the client
- Import: easily transfer campaigns from Power Editor to Marin
The Results: Lowered Costs and Simplified Workflow
In conjunction with Facebook’s power and reach, Marin’s dynamic retargeting capabilities drove superior results. The brand achieved:
- 66% less cost per video view on Facebook
- 60% less cost per 25% video view
- 70% less cost per 95% video view
- 39% higher CTR
MEC UK and Danone Actimel were also able to attain less cost for specific triggers on 95% of video watched:
- TV Moments: -25%
- Live TV: -52%
- Weather: -54%
- Sports: -92,7%
- Pollen: -52%
Running ads across Google, Bing, Amazon, and social media is necessary for online vendors and sellers. So why is analyzing the performance of those ads so complicated?
Data fragmentation and walled-garden publishers create roadblocks for retail marketers. You’ve got ASINs on Amazon, SKUs on Google Shopping, Meta Advantage Plus, and more – making it hard to align data and get the full picture of a product’s performance. Manually unifying cross-channel data for each product is a tedious process that you honestly don’t have time for.
It’s time to break down data silos with an AI-powered reporting and optimization platform like Marin. Here are five problems you’re probably facing today that Marin can solve.
1. It’s hard to compare product performance across channels
Retail marketers need to be able to compare conversion rates by publisher to spot sales trends. What if a product suddenly starts driving a significantly higher conversion rate on Amazon than on Google? You’ll want to identify that variance immediately to understand what’s working on Amazon and apply what you've learned to your search and social campaigns.
We make it easy to analyze how every product is performing across publishers. No more pulling data from each ad platform and unifying it in a spreadsheet. Marin marries cross-channel data for each SKU – and pulls in conversions and revenue from your source of truth, too. It also matches SKUs to ASINs, making it easier than ever to compare performance between Amazon and your other ad channels.
Thanks to Marin’s data visualization suite, you’ll never need to do manual data pulls or create visualizations again. The data model is unified and built-in. It’s all right there in the app, so you can move at the speed of business when making critical decisions about where to spend your next dollar. And if you like using spreadsheets, it’s one click to open our reports in Excel.
2. Your sales are impacted by social media trends
If sales for one specific product suddenly skyrocket, congratulations - an influencer may have recommended it to their audience. If you sell in the beauty, lifestyle, fashion, or wellness spaces, you’ve probably experienced this more than once. It’s important to recognize those surges the second they happen so that you can capitalize on them.
Marin’s Alerts will keep you on top of unexpected shifts in performance by sending a report straight to your inbox. The Alert’s thresholds are totally customizable, but a common one is for campaigns where spend has increased or decreased more than 70% day over day. If any campaigns meet your chosen thresholds, you’ll be emailed a report with all the relevant data and details, making it easy to decide what to do next. And once you’ve determined your next move, you can update budgets, bids, and settings for all your ads right in the Marin grid.
If you’re looking for something more turnkey, our Anomaly Detector might be for you. This AI-powered alerting tool doesn’t require any setup. It automatically identifies deviations in performance and sends a sharable, actionable email explaining what changed and what to do about it.
3. You need an optimization suite that understands the big picture
Jumping from one ads manager to another can be frustrating, especially since some UIs work better than others. And many campaigns share the same goal across publishers, but thanks to those pesky walled-gardens, you have to navigate through each interface to change ROAS targets for a campaign group. But not with Marin.
Our optimization suite is a command center for all your bidding needs. Tweak bids or targets for all your different campaigns in one grid. Or, unify everything with Marin Bidding. Our bidding algorithm runs across all your channels, so you can map Google, Bing, and Amazon campaigns that share a ROAS target to one Strategy in Marin, making optimization management easier than ever. With one click of a button, update targets across all your PPC publishers. You can also mix and match Marin Bidding with publisher bidding if you prefer.
The TL;DR? You tell the AI what to do. You handle the strategy because that’s what you rock at. Marin automates implementation and performance monitoring based on the strategy you choose.
4. Distributing budget across campaigns and channels is complicated
What if you could ensure that every campaign always has the most efficient daily budget possible? With Marin, you can. Simply set a monthly spend goal for a category of campaigns that share a budget, like brand, non-brand, or by geo. Then, choose a ROAS target. Once you’ve customized your settings, Marin’s AI will allocate your overall budget across campaigns by updating publisher daily budgets, giving the majority of spend to the products with the most marginal opportunity to drive revenue. The algorithm runs daily, so it’ll pick up on any shifts in the SERP and adapt daily budgets as needed. Sounds blissful, right? Let our AI take budget allocation off your plate. Learn more about Marin’s industry-leading budget allocation tool here.
5. Expanding to new channels is daunting
If TikTok gets banned in the US, are you ready to start advertising on Lemon8? Retail moves fast, and your brand can’t take years to establish a presence on the next major social media app.
Marin simplifies the process of testing new channels. You can review the performance of your products at the SKU level by publisher to decide where to start. For example, if you’re seeing success with Amazon Ads and want to test out Google Shopping, simply navigate to Marin’s Product Performance report to understand what your top-performing ASINs are.
Then, you can use our bulk-create tool to build Google Shopping campaigns for those products that you already know drive sales. That way, you’ll put your best foot forward when launching on Google. And you can do all the analysis, campaign creation, editing, and performance monitoring necessary to test a new publisher without leaving Marin. No more hopping from Amazon Ads to Google Ad Manager. Marin will be your mission control center, making it possible to do all your reporting and editing in one window.
…And so much more!
We’ve barely scratched the surface of what Marin can do for your retail media and shopping campaigns. Our customizable platform can solve almost any paid media problem, and automate almost any optimization or reporting workflow. But don’t take our word for it – we’ve got a plethora of case studies detailing how Marin has revolutionized one paid media program after another. And if you want to discuss your unique business needs with a Marin expert, we’re more than happy to chat.
