In the perpetual struggle to drive more revenue and acquire new customers, campaign costs can rapidly escalate, adversely impacting ROI. That’s where the importance of reducing build and deployment costs comes in, while still delivering visually stunning interactive marketing campaigns.
For a 2016 campaign, a global media group created a microsite to ramp up the excitement ahead of a major sporting event. The microsite boasted blogs, competitions, and images in a simple and user-friendly format, delivering on the brief and hitting the brand’s data acquisition objectives.
But here’s the problem: the campaign took over three weeks to design, build, and deploy, involving various stakeholders with a four-figure cost per day. It required the help of various back-end developers to get the campaign live, and once the campaign had run its course, it was consigned to the trash like a used coffee cup.
That’s when the brand approached Cheetah Digital by Marigold , needing to cut back on the bucks shelled out to agencies for the same old campaign after campaign, and remove the need for expensive and timely ideation and build cycles every time they needed to connect with their audience. All-the-while, they still needed to hit their data acquisition and ad revenue goals.
Marketing Campaign Objectives
- Slash expensive costs for custom-built campaigns
- Reduce protracted build time for campaigns
- Curtail need for developer assistance
- Capture huge amounts of first-party GDPR compliant data
- Create campaigns that can be cloned and reused
The Solution
For a similar campaign brief in 2017, rather than employing an external agency or hassling busy internal development teams, Marigold Grow trained a single marketing executive to create this and future campaigns for the global media client.
Using standard platform functionality, a customized theme, and some advanced configuration, that same team member was able to deliver the campaign in half a working week. Not only were they able to develop an interactive microsite consisting of stunning videos, enticing competitions, and compelling content, but it quickly surpassed its data acquisition goals.
All data collected was GDPR complaint, as standard for Marigold Grow campaigns. And unlike countless other SaaS marketing platforms, we don’t sell on any data we collect. But what about reducing costs and hitting ROI?
The microsite could be localized at speed and scale, allowing a constant stream of consistent, qualitative data capture with no data silos — all at the click of a button. Seeing time savings of 83% and a campaign cost reduction in excess of 98%. What’s more, with Marigold Grow, this campaign and all others are saved to the media client’s personal campaign library, meaning it can be cloned, tweaked, optimized, and reused at any time — in turn, making the cost reduction possibilities endless.
Results: A Campaign Comparison
- Campaign build time reduced from over three weeks to three days
- Cost reduction of over 98% in like-for-like terms
- Increase in data collection — something not possible on the original build
- Campaign can be localized to any brand or territory in a single click
- Continual savings as campaign can be cloned, tweaked, and reused across markets and titles
