Media Goal

An emerging D2C startup in the FinTech space was eager to make a splash during a peak seasonal moment. The Client wanted to leverage its existing channels including TikTok, Meta and Pinterest with a media goal of maximizing website traffic at the most efficient CPC.

Recommendation

I recommend expanding the media buy beyond paid social to include Microsoft Native Ads. Tapping into this channel would allow the Client to mitigate some of the heightened advertising costs expected on social during the campaign's flight without requiring any additional lift. Like paid social, Microsoft Native Ads offers precise audience targeting, accommodates the same asset types, and supports a CPC bid strategy.

Results

The results exceeded expectations...
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• CPC was 57% less expensive than the client’s most efficient paid social platform and 122% less expensive than the channel’s industry-vertical average.
• Clicks exceeded channel projections by 22%.‍
  
• Microsoft Native Ads contributed to 70% of the total Click volume across all channels.

Summary

By strategically diversifying their media mix, this emerging startup was able to exceed its goal. Curious what "thinking beyond the brief" might look like for your brand? Don't hesitate to reach out!