Challenge
As more people work and study from home in Italy, Microsoft wanted to showcase its new Microsoft Complete Protection plan. The tech giant's target was students and families interested in buying a new personal computer. Partnering with Ogury, Microsoft and its media agency iProspect reached the right audience with impactful CPC multi-format ad campaigns that lifted brand awareness.
Campaign
Thanks to Ogury, Microsoft could leverage reliable mobile user and behavior data to identify the four audience clusters it wanted to reach: high and low-spending students and families interested in buying personal computers at brick-and-mortar stores and online marketplaces.
Creating a series of CPC campaigns to deliver to these audiences, Ogury re-engaged the users who clicked on the ad with multi-format creatives, enabling them to get more information about the new Microsoft Complete Protection plan.
Results
This strategy, including the accuracy of the audiences identified and engaged, made this campaign successful, exceeding Microsoft’s KPIs. With the help of Ogury's technology, Microsoft generated a 4.9% CTR, which is 45.6% above benchmark and a 90.8% Viewability, which is 6.4% above benchmark.
"The ability to meet our needs, identify, reach, and attract our ideal audience, confirmed Ogury as an important and strategic partner for us, campaign after campaign. Its unique mobile user and behavior data and the strong targeting technology were exactly what we needed."
Michele Fazio
Windows Category Manager, Western Europe - South
