MediaMarkt - Black Friday

Black Friday is becoming increasingly popular in Europe and in our country with consumers looking for great deals. Major international stores like Amazon and MediaMarkt were the first to offer this type of event. Of course, they're not the only ones! Competition is very tough, particularly online.

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Objectives

- Significantly increase webshop traffic and the number of conversions
- Increase sales by 107%
- Increase the average basket value
For this campaign, we targeted 16 to 45-year-olds with an interest in electronic devices in general and Black Friday in particular.

Strategy & solution

To maximise the results it was essential that all of the digital teams work together to create a specific and common "Black Friday" audience for search, programmatic and paid social which would go beyond socio-demographics.
For search, we combined the potential of feed management with that of dynamic advertising to create super-targeted and personalised adverts on the Google and Bing search engines.
Once these audience segments were created, it was easy to add a layer of retargeting and use Dynamic Creative Optimization (DCO) technology.

Results

Paid search generated over 13.27% of online revenue (+28.2% vs 2016) during Black Friday 2017. 

Thanks to an integrated approach, the revenue generated by generic keywords increased by 57.45% vs 2016.

Our overall growth targets for online revenue were largely exceeded and reached 185% vs 107% forecast.

The number of online transactions also exceeded our expectations: +120% vs 2016.

Last but not least, the value of the average basket was 30% higher than last year.

Mixx Awards 2018 - Gold Best Performance Campaign

Amma Awards 2018 - Bronze for Best Use of Data & Performance Marketing

ipg media brands - Belgium