BackgroundVertbaudet, an e-commerce website specializing in children's fashion, was looking to advertise its flagship product, indestructible pants, through a "sponsored" blog campaign.
"E-journalists," designated by the brand, wrote about the quality and usefulness of the product on their respective blogs. And as an add-on to the editorial content they created, the bloggers directed their audiences back to the online store through link and banners.
AimThe following were Vertbaudet's two main aims:
- To significantly increase the visibility and audience of the sponsored blogs to enhance the reputation of the indestructible pants.
- To optimize the number of visitors who converted by visiting the Vertbaudet e-commerce website after readying the blog.
SolutionsTo achieve these objectives, Outbrain recommended the following solutions:
- A personalized, unique reading experience
Vertabudet's aim was to make this product known to the widest and most interested audience. Outbrain's << Discovery >> proposal was the perfect solution. The algorithim-based technology recommends content through its network of premium publishers to users based on their interests and preferences.
The Identified audience was qualified in three ways:
-the reader is identified through data as being potentially interested in this kind of content
-they then goes on to click on the link that interests him/her
-finally they are convinced by the blogger's positive content, before having the option of being redirected to the online store.
- Significantly boost the visitibilty of the "sponsored" blogs
By definition, bloggers have a limited readership. With a reach of 70% within France (Source: Comscore-December 2013), Outbrain reaches a large majority of Internet users, guaranteeing Vertbaudet that their content will be seen by a wide audience.
- Optimizing Cost per Acquisition (CPA)
Outbrain was able to optimize the CPA in two ways:
-Due to a very high level of clicks, they were able to significantly reduce the CPC (Cost per Click)
-Moreover, with the help of a conversion optimization tool, Outbrain's teams were able to drive the majority of traffic to the bloggers with the highest levels of conversation (i.e. visiting the online store).
ResultsOutbrain had been able to substantially grow the visibility of Vertbaudet's iconic product through quality content. Outbrain's collaboration with the brand resulted in a 62% decrease in the cot per visit to the online store.
This campaign was based on a win/win situation that benefitted both Vertbaudet's and the bloggers. Vertbaudet significantly enhanced the promotion of its product, indestructible pants, within the blogging community, as well as across a wide, targeted, interested audience on the majore websites: TF1, France Television, Liberation, 20 Minutes, le Nouvel Observateur, Grazia, 750 G, etc.