Ultimate Edge were tasked with creating an integrated campaign to:
- Successfully communicate the RedBalloon Christmas message with a focus on delivering increased visits and transactions
- Explore how the newly-implemented Adobe Marketing Suite could help assist campaign optimisation, creative roll out, customer segmentation opportunities and retargeting.
This campaign was a truly integrated one where both online and offline media were used to strike the right balance between performance media and brand engagement.
As an Australasian first, we helped RedBalloon to tie together the power of Adobe Audience Manager (DMP) and Sizmek Data Hub to reach audiences in a more engaging and timely manner. This allowed RedBalloon to deliver thousands of creative versions of their ads to the right audience at the right time.
Dynamic re-targeting was used to help the company optimise their messages based on their visitors browsing history, without needing to manually tag 3,000 items. The creative strategy involved bringing to life the “Best Gifts Can’t Be Wrapped” using HTML5 banners whose messages dynamically changed based on the audience being targeted.
This campaign reached nearly a third of all Australians and generated impressive sales volumes for RedBalloon.