Programmatic Case Study
Peter Millar Leverages Programmatic Ads for 2.6x CTR and 7.8% Brand Lift
2.6x
Higher CTR Compared to Benchmark
TL;DR
Peter Millar partnered with ROI Revolution to run programmatic display, native and video campaigns built on targeted third-party audiences and custom creative. The campaign beat its CTR benchmark by 2.6x and delivered brand lift of 7.8% for consideration and 5.5% for awareness.
Service
Programmatic Advertising
Industry
Apparel & Accessories
Focus
Display, Native & Video Ads
Goal
Drive Engagement & Sales
The Situation
A Premium Apparel Brand Ready to Grow Online
Premium lifestyle apparel brand Peter Millar was founded in 2001 with a single cashmere sweater. Today, the brand sells luxury performance sportswear and high-end apparel and accessories online and at specialty retail stores across the globe.
Peter Millar partnered with ROI Revolution’s team of programmatic advertising experts to increase site traffic, drive engagement and sales, and gain insight into campaign strategy and performance.
Opportunity Identified
New Channels and a Multi-Touch Strategy to Reach Qualified Shoppers
ROI worked with Peter Millar to uncover several untapped opportunities for profitable growth, including identifying and testing new channels and DSP partners to generate more site traffic. Our experts created a detailed multi-touch strategy to help move qualified customers through the marketing funnel in addition to developing custom creative to drive engagement.
ROI in Action
Targeted Audiences and Custom Creative Across Display, Native and Video
Through our DSP and DMP partnerships, the team identified various 3P audiences that aligned perfectly with Peter Millar’s core consumers. Several tactics were deployed across display, native, and video. A brand lift study was also deployed to measure consumer sentiment and brand affinity.
The Results
Results Achieved
2.6x
Higher CTR Compared to Benchmark
7.8%
Increase in Brand Lift (Consideration)
5.5%
Increase in Brand Lift (Awareness)
The campaign exceeded the CTR benchmark by 2.6x, in large part driven by the custom creative units that received the bulk of campaign clicks. This proved the impact and value of having customizable units to drive engagement.
Through the brand lift study, Peter Millar saw a 5.5% increase in brand lift from our awareness-based question and a 7.8% brand lift from our consideration-based question.
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