How MUST’IT maximized full-funnel marketing performance
My Diamond Ring was founded to help discerning buyers discover and create the perfect diamond ring for their individual style. With its unique Ring Configurator, customers can create their very own, personalized diamond ring – perfectly matching their personal budget. Every diamond ring is individually handcrafted by artisans, making each piece truly unique.
The company has its sights set on becoming a leader for configurated diamond rings in Germany, Austria, Switzerland. To achieve this, their primary marketing goal is to raise brand awareness. But with a niche service and product that is highly considered before purchasing and bought only once in a lifetime, they were finding it difficult to define and reach a big enough audience.
To scale their awareness efforts, My Diamond Ring partnered with Criteo on a contextual targeting campaign. Criteo’s contextual targeting solution is unique in the marketplace, marrying commerce data with contextual signals to improve relevancy. By activating My Diamond Ring’s first-party data within its First-Party Media Network, Criteo was able to identify the domains that had the highest affinity with My Diamond Ring’s shoppers, and the products that are purchased most often from each domain. This enabled My Diamond Ring to both expand its reach while also focusing on the domains that would have the most impact. It also allowed them to personalize ads with the products that viewers of each page would be most likely to be interested in.
According to Mariel Noortman, Chief of Product Management & Customer Relations at My Diamond Ring, “Our motivation to try out Criteo`s contextual solution was to reach new audiences, drive more relevant traffic with lookalike customers and show relevant products/recommendations based on contextual signals.”
Testing Criteo’s contextual targeting solution now was also an important step in preparing for the future of addressability. “We’re advertising in a market where cookie policies are extremely rigid, and users are very aware. On top of that, due to the recent changes Google & Apple have made, it has become harder to rely on cookies,” said Noortman. “It is important for us to a target relevant audiences and reach potential customers, even when cookie data is not available.”
In the few months since the campaign has launched, its audience reach has significantly increased. The increasing clicks and visits over time speak to the high quality of the audience and relevancy of the ads. Noortman is pleased with the results to date, saying “We were able to reach a much bigger audience and generate much more clicks and visits in a short time frame.”
Based on the performance, My Diamond Ring is exploring expanding Criteo solutions into new markets. “I’d recommend Criteo’s contextual solution to others,” confirmed Noortman. “Criteo’s ability to target audiences based on relevant, real-time data and to display ads with products based on this relevance, as well as the fact that it’s a cookie-free media make it a smart investment.”
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