Michael Kors and Sociomantic Labs shortlisted for Performance Marketing Awards
Collaboration in the running for Most Effective Use of Programmatic
The shortlist for this year’s Performance Marketing Awards is out, and we are honored to have appear there with out client Michael Kors, the American luxury fashion brand. After taking home previous awards for Best Programmatic Campaign with Meliá Hotels International and Best Use of Customer Insight with British Airways over the last two years, we’ve got our fingers crossed for another win in 2017.
This time, Michael Kors and Sociomantic are shortlisted for the Most Effective Use of Programmatic. This category considers the most outstanding programmatic campaigns, assessed on their ability to meet strict Performance Marketing Awards criteria, including objectives, execution, return on investment and innovation. The eleventh annual Performance Marketing Awards recognize and celebrate the very best in the UK’s performance marketing industry, as largest awards ceremony in performance marketing. Winners will be announced on April 25, in London.
In 2016, with the guidance of performance marketing agency iProspect, Michael Kors enlisted Sociomantic Labs’ programmatic solutions to help the fashion retailer increase its digital presence outside of America. With the launch of new, local e-commerce sites in Europe, Michael Kors devised its personalized programmatic plans to attract attention and conversions from new digital audiences.
The luxury retailer knew its marketing had to deliver ROI. And thanks to programmatic technologies, Michael Kors could accurately measure success, especially when compared to other advertising channels with softer KPIs.
Just as crucially, Michael Kors wanted to ensure the brand experience would reflect the renowned Michael Kors luxury image. Therefore, the creatives had to parallel the high quality product.
Programmatic Messaging: Dynamic Creative Optimisation
For each ad impression won by the real-time bidder, Sociomantic’s Dynamic Creative Optimisation (DCO) engine programmatically personalized a Michael Kors banner for each person, in a matter of milliseconds. Because fashion choices are highly subjective and personal, this helped the new online retailer cater to individual shoppers’ preferences by only displaying products related to preferred style, based on Sociomantic’s machine-learnings provided by Michael Kors’ first-party data, thus increasing the likelihood of conversion.
DCO was also used to ensure out-of-stock items weren’t displayed, and for promoting the various sales promotions during the one of the most frenzied shopping season of the year: Black Friday and Cyber Monday.
We look forward to joining the other nominees at this year’s award ceremony in London this April.