SDF Case Study

To accomplish this goal, we worked closely with our client to thoroughly analysis their market presence and identify where their target audience is most active online. We also assessed all digital touchpoints and the website’s conversion funnel. This analysis led to the development of a comprehensive media strategy and cross-device media plan focused on programmatic channels, which we proposed to the client.

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The strategy focused on two primary formats:

• Programmatic Display: This approach targeted specific publishers aligned with the audience’s interests, driving quality traffic to the website. The goal was to boost brand engagement and promote conversions by reaching the right users at the right time.

• Programmatic Video on YouTube: We employed various formats to enhance brand awareness and consideration. For a new-to-brand audience, we used longer video ads (15 seconds) to provide detailed information about the brand and the featured vehicles. Additionally, short bumper ads (6 seconds)  were used to re-engage existing customers or users who had previously subscribed to the YouTube channel or interacted with the brand, ensuring consistent messaging and engagement. 

• Creative and Content Strategy: For the creative strategy, we collaborated closely with the brand and their creative agency to select the most impactful content for the selected paid channels. Throughout the campaign period, we planned multiple creative rotations, each focusing on different key tractor and harvester models tailored to the specific needs of each country involved in the media planning. Additionally, we incorporated creatives related to trade shows and events organized by the brand, promoting these during relevant periods. For these event-specific campaigns, we applied more localized targeting to reach potential participants based on their geographical areas and interests, ensuring maximum relevance and engagement.

• Data Strategy: To reach the most relevant audience for the brand and maximize on-target reach, we implemented a data strategy leveraging multiple signals to understand user behavior and relevance.

Specifically, we adopted a pre-bid contextual targeting strategy, displaying programmatic ads on pages and content related to the agricultural business sector. Rather than focusing solely on individual product-related keywords, we expanded the scope to include broader contexts such as sustainability, finance, technological innovation, and climate change. 

By combining advanced contextual analysis technology with bid optimization, we were able to reach not only an on-target audience but also focus on users with higher engagement potential, enhancing both the relevance and effectiveness of the campaign.