BANK BIG DATA FOR STIMULATION
OF SAMSUNG SMARTWATCHES
PRE-ORDERS

Premium Audience

Before the launch of Samsung Gear 2 sales in Russia, company opened pre-orders. The target audience included people with high income interested in new gadgets and appreciate high quality, design and functionality. Segmento had to attract these people to the pre-order page.

Task

Attract new target audience, stimulate pre-orders.
Campaign Period

May 5 — 9, 2016

Geo

Russia

Strategy

Action New

KPI

Number of pre-orders

How we found the audience

Prospective buyers are the people aged 20 to 50 with high income. To distinguish those who are interested in Smartwatches, we used Consumer Behavior Modeling based on anonymized results of data analysis within the Bank* and online interests. We also targeted Android smartphone users and focused on mobile ads.
Сonsumer Behavior Modeling*

High income

Owners of platinum
and gold cards of Sberbank,
VIP-clients

Buy watches and jewelry
with an average receipt amount
of 15 000 rubles.

ONLINE BEHAVIORAL TARGETING

Android
smartphones users

Interested in luxury
goods and premium
cars

Interested in electronics & gadgets

Results

Through the use of Сonsumer Behavior Modeling, we conducted ad campaign with the audience that is most likely to be interested in purchasing the device. We effectively spent the client's budget and pleased fans which were the first to learn about the novelty.

Number of conversions in 5 days

21

Average CR

0.7%

By 0.4% above the average for previous display & mobile
pre-order campaigns

In display & mobile ads, it is important to pay attention
to the context in which the user contacts the brand message.
Segmento Brand Safety technology analyzes the content of pages
to protect brand from the negative environment, which
is especially important for premium products and services.

*Segmento does not have access to the personal data of the Bank's customers. Also, the Bank does not transfer any personal data to Segmento's clients and partners. Any operations to determine the consumer preferences of the bank's customers conduct within the Bank. Segmento technology allows to receive from the bank an estimated probability for impersonal and segmented browsers (cookies) for making ads more relevant. The connection between the browser and the client also occurs inside the bank. The reverse definition of the client's identity, card number, social networks profile definition or any connection with personal data is completely excluded.

Customer Review