Success Story

ABOUT YOU – The online fashion retailer of the OTTO Group offers clients an individual approach and is currently on a massive growth trajectory. ABOUT YOU focuses on a female target group and differentiates itself through new and inspiring forms of fashion and online commerce for the digital generation.

Challenge

To implement ABOUT YOU’s unique individualized customer approach for advertising. The campaign goal is to increase time spent watching spots and an increase in sales conversion.

Solution

The film produced serves as a master template. At well-placed points in the film, the individualized geographical location of the user is inserted into the action. Infinitizer generated spot versions for all the specified locations; consequently, several thousand versions of one and the same spots exist. The many spots were then automated as campaigns on Facebook and uploaded to Instagram and automatically linked to postal codes. The budget is distributed on the basis of user forecasts. The spots are always played when the user fits the profile.

Advertising Materials

Results

Four weeks after the start of the campaign ABOUT YOU expanded the campaign based on regional context to 1000 further locations. Initial analysis attested to the success of the idea: compared to other promotional materials that were used for the same theme, the geo-targeting video campaign recorded unbeatable benefits, including a four times higher sales conversion. The view through rate is up to six times better than other video campaigns that ABOUT YOU has used on Facebook to, for example, advertise their app.