Case study
Unleashing the Power of Creator Content
Nielsen + Samsonite: Daily monitoring of digital ads boosts #TESTEDLIKESAMSONITE campaign performance
Introduction
A global luggage brand’s quest to optimize cross-channel performance
Samsonite, one of the most well-known travel luggage brands in the world, aimed to strengthen the concept of “Aesthetic Engineering” in the second leg of its #TESTEDLIKESAMSONITE (TSL 2.0) advertising campaign in India. With Nielsen Digital Ad Ratings, they sought to monitor the campaign daily across channels to ensure success.
Objective
Measuring and evaluating campaign impact, reach and frequency
This phase of the campaign emphasized the premium quality of the brand by focusing on visual appeal, functionality and messaging, while keeping the core strength and quality of Samsonite at the center.
The campaign followed a two-pronged approach:
1. Impact: Build visibility through high-impact properties.
2. Reach & frequency: Utilize data layering to target Persons 25-54 years old within the in-market premium audience across the luggage segment.
Challenge
Monitoring for maximum effectiveness across platforms
To maintain optimum reach and frequency, it was crucial to closely monitor all the platforms involved in the campaign. Given that the campaign had multiple legs, a key challenge was optimizing the budget on the go based on platform performance. This required real-time adjustments and strategic reallocation of resources to ensure maximum efficiency and effectiveness across all channels.
Solution
In-flight optimization using Digital Ad Ratings
During the campaign, Nielsen’s Digital Ad Rating reporting revealed that BOT traffic was relatively low due to daily monitoring of the campaign. These daily reports helped in optimizing the campaign, and immediate notifications were sent to all the platforms in order to improve their performance.
Initially, the top three platforms operated below the target average frequency. By giving enough time and right sizing the cookie pool base, frequency improved by 65% amongst these platforms.
Key findings
85%
On target percentage
The campaign achieved an on-target percentage of 85%. All except the three largest platforms were able to achieve the India on-target percentage average for the target group of Persons 25-54.
35%
Target audience reach
Within India’s active internet universe, 20% was reached by the campaign, while 34% of the universe within the target group of people 25-54 was reached. Additionally, a low duplication of audience (6%) was seen across platforms for the campaign.
75%
Demographic skew
The campaign was skewed toward males, with 75% of the audience within the campaign belonging to this gender group.
Results
Daily reporting improved performance and reduced campaign costs
Daily optimization helped in reaching a 141 million digital audience at a frequency of 3.38, which resulted in more than 25% savings of the campaign cost. Additionally, impact properties delivered lesser numbers in terms of reach and Impressions, which led to the campaign extending by three days across a few platforms and a 3X optimisation in cost.
How it works
Digital Ad Ratings is a census-based independent measurement tool that provides comprehensive reach measurement with next-day views of digital audiences across computer and mobile platforms in a privacy-compliant manner.
Conclusion
Digital ad measurement ensures campaign performance
The implementation of DAR to track the performance of the TSL 2.0 campaign allowed Samsonite to deliver higher reach and build frequency across platforms. This in-flight optimization resulted in savings amounting to 25% of the campaign cost or 5X the original investment made in DAR, ensuring that the set objectives of the ad campaign were met effectively.
Samsonite products are not just luggage; they are a testament to our commitment to quality and durability. ‘Tested Like Samsonite’ is a celebration of resilience and quality. Our carefully crafted marketing campaign captures the very essence of the Samsonite – resilience and perseverance. This campaign highlights our strong commitment to excellence. Our ultimate goal is to ignite inspiration in our audience by showcasing the enduring spirit of each Samsonite creation.
Ms. Anushree Tainwala
Executive Director – Marketing
The #TESTEDLIKESAMSONITE campaign has been instrumental in reinforcing our brand’s core values of strength and quality. By integrating aesthetic engineering with rigorous product testing, we showcased Samsonite’s commitment to premium quality and functionality.
Krishal Mehta
GM, Samsonite Marketing
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