Jameson
Successful targeting strategies with custom segments
Challenge
Jameson is anything but a classic whiskey. The brand stands for alternative whiskey enjoyment, quality and authenticity. As a lifestyle brand, Jameson epitomises modern Ireland. Together with our client Pernod Ricard Germany and its Jameson brand, the target group was operationalised using interest-based custom segments and the results of the campaign were compared with a ‘classic’ targeting approach.
Solution
In order to address the right users, several interest-based custom segments were created based on topics relevant to the target group. To do this, we identified a positive sample of cookies based on their specific interests and calculated statistical twins based on these semantic profiles. This allowed us to create a total of six individual segments. As part of the campaign delivery, a socio-demographic segment was also added as a control group. A total of three different sets of advertising media were used and a total of seven targets were addressed.
Results
The average dwell time of visitors to the website who were targeted via our segments was 12.4 times longer than that of the control group (socio-demographic segment). The absolute costs (targeting plus media) for a visitor to the website, on the other hand, were only around 67% compared to the control group – despite the higher targeting costs due to the use of custom segments. It is clear that focussing solely on the purchase price (CPM) is usually misleading if the quality of the traffic generated is not taken into account.