Carlie Smith - Narellan Pools Animation

NARELLAN POOLS

Diving Into Data

PROBLEM

Narellan Pools is one of Australia’s largest swimming pool builders – with franchisees based in 49 different territories around Australia.

Amongst a barrage of brands shouting for attention over the summertime pool buying rush, our challenge was to ‘creatively’ shape a summer campaign with limited media spend and next to no creative budget.

Our strategy was to identify the tipping point for people to move from intent to becoming a lead – and then turn the tap on.

SOLUTION

First, we crafted an insightful lo-fi campaign celebrating that first ‘dive in’ moment of owning your own pool. But knowing our creative was never going to cause any award ripples, we took a leap of faith and challenged our data team to find insights that would best utilise our client’s limited media spend in an unprecedentedly creative way.

So to be truly innovative, we had to dive deep into data – to pinpoint the science behind buying a pool. Through an intense interrogation of first-party and third-party data, we unearthed a temperature targeting nirvana and figured out exactly when to make a splash.

In a programmatic first, we worked with our data team to design an algorithm that activated the media spend of our creative (pre-roll video, banners, search, social) only when specific weather conditions were met.

This allowed us to switch ads ‘on’ and ‘off’ with forensic accuracy, ensuring maximum exposure to exactly the right audience – and only at their exact moment of purchase consideration.

RESULTS

Our data-driven targeting delivered game-changing results:

Leads increased by 15%

Total sales increased by 23% – a 360% increase on our target

Total client Mmedia spend reduced by over 30%

Sales increased by 97.6% over a 3 year period

Profit ROI was 65.71:1 ($65 return for ever dollar spent)

Not only did we drive more leads for Narellan Pools but we also drove a better quality of lead that converted to increased sales.

Since turning on our algorithm, click-through rates have surged by over 54%, with cost per click dropping by 67% – drastically reducing media costs and allowing our activity to stretch longer over the winter months. But best of all, total unit sales have increased by 27% – proving the power of data is something you just can’t ignore.

AWARDS

2016 AMES | Data & Analytics | GOLD

2016 AMES | Effectiveness | GOLD

2016 AMES | Media Strategy | SILVER

2016 AMI Awards | Consumer Research Insights (National) | WINNER

2016 AMI Awards | Marketing Data & Business Analytics (Regional) | WINNER

2016 AMI Awards | Consumer Acquisition Marketing Regional) | WINNER

2016 AMI Awards | Marketing Communications B2C & B2B | FINALIST

2016 Australian Effie Awards | Use Of Data | GOLD

2016 Australian Effie Awards | Travel, Leisure & Media | SILVER

2016 Australian Effie Awards | Digitally Led Ideas| SILVER

2016 Australian Effie Awards | Insight & Strategic Thinking | SILVER