Timberland achieves an increase in online sales with DCO, and insights from video

Xaxis this month announced that, together with Mediacom Hong Kong, achieved an increase in online sales of 46% and 37% in Taiwan and Hong Kong respectively, for Timberland. Xaxis used a dynamic creative optimization (DCO) to achieve the results.

According to Xaxis, by coupling DCO with a data-driven strategy, it was able to gain actionable and real-time insights to enhance the campaign effectiveness and drive engagement towards an online purchase.

In the first phase, the Timberland Classic Yellow Boot video was leveraged to drive brand awareness. Xaxis identified then audiences that had completed the video and re-engaged them with dynamic programmatic banners and out-stream video.

With enrichment of both second and third-party data, and using GroupM’s audience insights platform, (m)Insights, Xaxis was able to determine which audiences had the highest relevancy score. DCO was then used to tailor messaging to those audiences. A brand-lift study following the campaign saw a brand favorability uplift of 27.8% and 6.87% in Taiwan and Hong Kong, respectively.

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