PolyComp, founded in 1999, is the leader in the Eastern European market for wholesale distribution of information and computer equipment. They chose Brand IQ as their digital partner with the goal of promoting specific big-brand campaigns, closely coordinated with the marketing teams of each manufacturer. Custom landing pages were created to track the performance of each campaign and serve as a gateway for retailers to purchase products.
The largest obstacle to overcome was the launch of PolyComp’s first digital campaign during the initial chaos of Covid-19. We successfully anticipated consumer sentiment around brand promotion. Our team adapted quickly to address the rapidly evolving state of e-commerce while setting up reliable tracking systems for PolyComp and their partners.
We reached a large number of targeted users who converted from PolyComp’s retail partners. Brand IQ’s tracking solution provided quick, intuitive reporting capabilities to PolyComp and their partners.
What strategy did we choose? We utilized high-impact, rich media across programmatic channels with high viewability, confirmed with independent third-party tools. B2B audiences were targeted on open auctions, utilizing third-party audience segments along with contextual and keyword targeting. We enhanced the programmatic strategy with advertising on LinkedIn and search. After reaching the landing pages, each user was referred to a number PolyComp’s retail partners and the conversion rate was measured for each partner individually.
How did we choose the right audiences? After considering the characteristics of the advertised products (mostly high-end computers) we targeted a carefully selected audience with interests in technology and business. Brand IQ reached a significant number of potential customers in the first weeks of the campaign, which allowed the launch of a re-marketing strategy for a large number of users on LinkedIn. We experimented with multiple strategies and developed engaging creatives that helped us double the CTR, cutting the cost-per-click in half. Based on the data and capabilities of Brand IQ analytics, PolyComp and their partners received full transparency of their campaign results in real time.
How did we approach social media? The creatives we used on LinkedIn were geared toward business audiences. By experimenting with designs and targeting strategies, we achieved high user engagement with 11% higher session duration and 10% lower dropout rate compared to search traffic!
How did we choose the campaign time range? In light of the state of emergency brought on by the pandemic, we carefully chose the days and duration of each campaign to reflect the habits of the target audience during Covid-19. We achieved significant user interest and ROI for PolyComp and their partners!
PolyComp, founded in 1999, is and the leader on the Eastern European market for wholesale distribution of information and computer equipment. PolyComp chose Brand IQ as its digital partner with the goal of promoting specific campaigns of their big brand suppliers.