Cotton Incorporated sews up more sales with Bazaarvoice Advertising
First-party data from the Bazaarvoice network of brands and retailers enabled Cotton Incorporated to reach active shoppers online and quantify consideration and conversion results.
Bazaarvoice data was the key to targeting active shoppers and quantifying results
In Cotton Incorporated’s quest to drive demand for products created with the fabric they evangelize, there are two distinct parts to the challenge they face. The first is reaching consumers with relevant advertising at the right time to influence their decision to choose cotton (vs synthetics). The second is demonstrating results from the advertising campaign, especially when brand and retailer conversion data is typically proprietary and unavailable to the non-profit Cotton Inc. organization.
Bazaarvoice Advertising helped Cotton Inc. tackle both parts of this challenge head on. Using first-party data from a network of 5,000 brands and retailers, Bazaarvoice targeted segments of shoppers who were in-market for products containing cotton, down to the specific SKU level. Since the network also provides a bird’s-eye view of consideration and conversion data, Bazaarvoice was able to accurately quantify the true impact of the campaign.
"Bazaarvoice is a valued partner that can effectively put our messaging in front of the consumer at the moment that consumer is actively looking to make a cotton purchase. Working with Bazaarvoice enabled us to report to our constituency of cotton producers exactly how effective our advertising is in conversions, sales lift and return on ad spending." - Jill Orsini, Advertising Director, Cotton Incorporated
Bazaarvoice identified shoppers in its network of brands and retailers to create unique segments that were highly specific to Cotton Inc.’s target audience, and then served display ads directly to those shoppers wherever they were across the web.
Cotton Inc. wanted to see a 0.16% CTR as the key metric of success for the campaign. With Bazaarvoice’s audience segments and targeted advertising, they were able to get visibility into much more. Bazaarvoice not only exceeded the defined CTR goal, but also delivered an impressive return on Cotton Inc.’s ad spend. Advertising to active shoppers also increased brand consideration, with those who were exposed to the campaign viewing more cotton product pages.
"When we first set up the campaign, we didn’t have any expectations that we were going get a Conversion Report, so it was definitely a surprise and delight. We’re thrilled to be able to report on ROAS for the first time. We’ve worked with other advertising partners, but the value we get in terms of reporting puts Bazaarvoice right at the top." - Jill Orsini, Advertising Director, Cotton Incorporated
Bazaarvoice’s fresh first-party data comes directly from the 700 million shopper devices interacting with consumer generated content across our network of 5,000 brands and retailers – including ratings & reviews, questions & answers, photos & videos, and more. Using a combination of our robust data and deep insights, we build audiences comprised of active shoppers who are currently in-market for your products and category. This allows us to run turnkey ad campaigns using proven strategies to deliver on your specific KPI – across display, video, and native formats.Download PDF »