CASE STUDIES

Recent Case Studies

Downstream are proud to create value & consumer connections for all our brand partners. Below is a selection of some of our most recent case studies across leading Australian and international brands. Click any of the logos below to explore our digital marketing challenges, solutions and results.

• Macquarie Edge Biddable Display
• OO.COM.AU Biddable Display
• Weight Watchers Biddable Display

MACQUARIE EDGE BIDDABLE DISPLAY

Business Challenge

Macquarie Edge experienced difficulties with their existing media agency in that they could not deliver the ongoing scale in Client Acquisitions and CPA was very expensive through traditional performance channels online.

Objectives

Drive incremental Client Acquisitions in the very competitive Share Trading mark. Improve cost-efficiencies in CPA compared to traditional Ad Networks in the local market.

Campaign Solutions

Leverage Efficient Frontier as a demand side platform to deliver performance display in an innovative way based on a portfolio theory of optimization, a global first in terms of search and display platform integration.

Media Strategy & Implementation

Performance media strategy based on a hierarchical approach to reach by prioritizing media budgets to more targeted media tactics via dynamic bidding and behavioral targeting technologies.  Overlaying client search and site data for retargeting on the wider ad exchange Target relevant environments including Trading, Investing and Finance categories. Add scale and relevant reach by extending to broader areas skewing towards their core demographic.

Performance Results

In the second half of the beta month trial, Downstream delivered clear efficiencies compared to ad networks bought via traditional digital agencies today, with CPA improving by almost 50%, which is an excellent result given the niche audience.

Downstream was also able to drive over 500% in incremental Client Acquisition volume for Macquarie Edge for the month of June.

Downstream % Improvement  on Existing Agency

Retargeting efforts on the wider ad exchange delivered significant uplifts in click to conversion rates demonstrating that the combined effects of Search and Display leads to an uplift in performance overall.

OO.COM.AU BIDDABLE DISPLAY CASE STUDY

Business Challenge

Demonstrate the positive influence Performance Display can have on OO.com.au’s Orders and Revenue. In addition prove  positive Search Synergies given the only business as usual digital activity is Paid Search.

Objectives

•   Maximize ROAS (Return on Ad Spend) on Order Confirmations
•   Drive incremental Orders and Revenue beyond Search

Campaign Solutions

Leverage Efficient Frontier as a demand side platform to deliver performance display in an innovative way based on a portfolio theory of optimization, a global first in terms of search and display platform integration.

Media Strategy & Implementation

Performance media strategy based on a hierarchical approach to reach by prioritizing media budgets to more targeted media tactics via dynamic bidding and behavioral targeting technologies.

• Overlaying client search and site data for retargeting on the wider ad exchange
• Target relevant environments including Shopping and other key product areas for creative synergies
• Add scale and relevant reach by extending to broader low cost areas where the promotion of discounted retail deals will generate good conversions

Performance Results

When comparing the month before biddable display vs. during biddable display, OO observed uplifts in Order and Revenues across Paid Search, Direct Traffic and Organic Traffic sources (CoreMetrics).

Uplifts% Pre vs. During Biddable Display



Retargeting efforts on the wider ad exchange demonstrates that the combined effects of Search and Display leads to an uplift in performance overall.

Uplifts% from Retargeting



Search data also shows an uplift in branded search queries during biddable display and Order latency continuing post biddable display.

Weight Watchers BIDDABLE DISPLAY CASE STUDY

Business Challenge

As WeightWatchers Search Marketing partner, Downstream’s challenge was to help WeightWatchers address ongoing online performance issues which has been faced by their incumbent digital agency since late 2009.

Objectives

•   Drive incremental Online Subscriptions to regain volume
•   Achieve client’s CPA target by improving current incumbent agency’s CPA by 55%

Campaign Solutions

Leverage Efficient Frontier as a demand side platform to deliver performance display in an innovative way based on a portfolio theory of optimization, a global first in terms of search and display platform integration. Recognizing the rise and effectiveness of ad exchanges in overseas markets, Downstream is the first to launch biddable display successfully in Australia.

Media Strategy & Implementation

Performance media strategy is based on a hierarchical approach to reach by prioritizing media budgets to more targeted media tactics via dynamic bidding and behavioral targeting technologies.

•   Overlaying client search and site data for retargeting on the wider ad exchange
•   Target relevant environments including Beauty, Health & Lifestyle
•   Add scale and relevant reach by extending to broader areas including Entertainment and Local Australia content.

Performance Results

Into Week 4 of the beta trial, Downstream exceeded WeightWatchers online target CPA by 22% and improved the incumbent agency’s CPA results by a staggering 71%

Downstream was also successful in achieving efficiencies on all other key cost metrics including eCPM and CPC.