Bufferin
Bufferin Powers Performance and Drives Awareness with Deep Learning
Overview
Client
Industry
Pharmaceutical
Program Application
OTT Video
Key Business Challenge
Improve brand awareness in the U.S. market
Identify new customer segments
Drive site visits
Client objective
Increase awareness of the Bufferin and Silka brands.
Client Love
Client Love
“Our partnership with Cognitiv has been a success on multiple fronts. We have been able to successfully leverage our first-party data to unlock insights into consumer behavior and use deep learning to reach new audiences for our product, increase sales and achieve incremental lift on a scale we had never previously been able to attain.”
- Rich Briddock, VP of Paid Media and Analytics, Cardinal Digital Marketing (Bufferin)
The Story
The Story
Deep learning powering performance
Fun fact from this campaign: Performance was so strong that within just a few weeks of launching, the client sold out of available inventory and was forced to pause the campaign until supply was restocked. Safe to say performance expectations were exceeded!
Solutions
- Combined OTT Video with Programmatic Display for a new product launch.
- Executed a custom deep learning programmatic display bidding algorithm to optimize campaigns to drive site visits in real-time.
- Optimized OTT video for completion rate amongst target audience.
Performance
- Campaign exceeded expectations and was temporarily paused when inventory sold out.
- 98+% video completion rate.
- Under $1.60 cost per site visit.
- 3-6x increase in customer engagement during the campaign.
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