Dr. Martens Case Study
Digital Media Planning & Buying
Multicultural Marketing - Hispanic
Project Overview
Third-party cookies are going away in exchange for a new privacy-focused digital ecosystem. This sets a new challenge for advertisers to reach their desired targeted audience and campaign objectives. How is it going to be in a cookieless world? We put it to the test with Dr. Martens’ new site.
Details
To generate high awareness and traffic to Dr. Martens new Spanish-version website in the U.S., reaching and connecting with the Spanish Dominant U.S. Hispanic community while showcasing Dr. Martens unique brand voice and products.
Leveraging Digo’s U.S. Hispanic Audience Network reach, our first party data, and Google Audiences, we built from Lotame’s Data Exchange, three potential audience sets for Dr. Martens’ consumers. Each of these audiences were constructed with different characteristics of needs and interests, so that each audience would receive ads tailored to their tastes.
Afterwards, it was time to take action. With our audience strategy, we put its validity and performance to test using Lotame Panorama ID identity solutions that rely less on third-party cookies and more on direct data from our premium publishers inventory and partner’s platform. We set up an A/B test using Google DV360.
Leveraging Digo’s U.S. Hispanic Audience Network reach, our first party data, and Google Audiences, we built from Lotame’s Data Exchange, three potential audience sets for Dr. Martens’ consumers. Each of these audiences were constructed with different characteristics of needs and interests, so that each audience would receive ads tailored to their tastes.
Afterwards, it was time to take action. With our audience strategy, we put its validity and performance to test using Lotame Panorama ID identity solutions that rely less on third-party cookies and more on direct data from our premium publishers inventory and partner’s platform. We set up an A/B test using Google DV360.
