Our Approach
Media is so much more than loading assets into a platform and letting AI run its course. It takes experience going into the weeds to push a brand into strong media strategies. At DNW we are believers that you cannot plan effectively without knowing whats going on below the surface at each platform.
To hit your performance goals and KPI’s we go deep by blending strong strategic chops with detailed oriented platform expertise. The combination allows us to maximize performance regardless of budget. We have the know how to get the most out of every campaign and avoid waste - both time and money.
DNW and AI
As AI and Automation continue to permeate through the industry, it cannot be a boom or bust approach across the platforms. It takes a skilled team to know when to lean into it and when to pull back. Ultimately the platforms want greater investment and performance on the campaigns, but their push into AI also comes with a lack of visibility into the “why” things are happening. At DNW we dont shy away from AI but we also dont blindly follow. AI is still in its early phase, but we have experience knowing when to use it and when to back away. Each client and campaign have unique needs so we weigh the scenario and take the best course of action.
Paid Social
Social media is the lifeblood of digital media campaigns and with the variety of platforms available, its important to create a strong social strategy to make sure you are spending the budget wisely. This is where DNW comes in.
We have deep experience in B2C, B2B, eComm and more going beyond an impression and a click, but making sure that the budget invested is driving business results. We can make sure you are in the right objectives on the right platforms whether it be Meta, LinkedIn, TikTok, Snapchat or Snapchat, we have run it before and can help run the most efficient campaigns possible.
Pivot and its e-bike partner Shimano teamed up to promote the Shuttle and drive users towards a retail experience
How it went
The two month campaign drove over 86k clicks to the site
We had a 9.7% conversion rate of driving users to a Find a Dealer page
The paid social CTR was 2.1%, 68% more efficient than the previous campaign
Drive evergreen paid social through Meta to Amazon, the top e-Commerce platform for the brand.
The results
Drove consistent Traffic to Amazon for both the Probiotic and Zero lines with a combined spend just under $67K resulting in 132.6K clicks to the Amazon store front at an average CPC of $0.51.
Continuous presence in market and creative and audience testing/optimizations led to CTR improvements for both product lines YoY.
The Probiotic campaigns increased from 0.87% to 2.26% YoY.
The Humm Zero campaigns increased from 1.14% to 1.78% YoY.
Paid Search
The Google platform continues to lead most brands budget allocation due to the strong nature of paid search and what it can deliver post click. With the addition of new automation/AI driven tools like Performance Max (PMAX) you can scale your online traffic and sales.
General Admission Tickets
From the week ending on 9/3/23 to the week ending on 10/15/23, the % of GA tickets issued online averaged 22%
From the week ending 10/22/23 to the week ending 12/3/23 the % of GA tickets issued online averaged 31%
That is a change in % of GA tickets issued online of 41%
Membership Sales
From the week ending on 9/3/23 to the week ending on 10/15/23, the % of memberships sold online averaged 55%
From the week ending 10/22/23 to the week ending 12/3/23 the % of memberships sold online averaged 76%
That is a change in % of memberships sold online of +38%
In 2023 we spent 12% less than the previous year, whiling gaining efficiencies from our CTR down to our conversions. As a result of our continued optimization across our evergreen search campaigns we saw the following:
24% decrease in our CPA
16% increase in conversions
eCommerce
eCommerce isnt just about the website, its also considering the large retail platforms like Amazon, Walmart, Instacart, etc… There is no singular approach anymore, and each brand needs to find the right approach for them. With the massive influx in retailer partners, its difficult to do it all day 1, but with a strategic approach you can test and learn quickly to find what’s right and what has the best ROI.
Below is an eMarketer report showing the growth in networks through 2027.
Sapporo beer is the #1 Japanese beer that spends a majority of their marketing efforts on digital. While a well known brand, the yearly budgets are of a challenger brand. To drive lower funnel activity, we ran a campaign on Instacart to take consumers directly to a purchase where otherwise they would have to purchase in-store. The campaign drove a 125% ROAS.
Reporting and Analytics
Reporting
No two campaigns are the same, so why should all reporting look the same? We believe each client should be in-tune with whats going on with their campaigns and that is why we create custom dashboards that provide like looks at what is happening on the campaigns.
Each report is customized along the way as we use TapClicks reporting which allows for customization to make sure all stakeholders have what they need to make decisions from the data.
Google Analytics (GA4)
We dont stop with just what happens on a media channel, we are looking at the post click experience holistically. A big part of that is understanding the bigger picture, and that is where GA4 comes in. We look at not only how the media is helping drive conversions, we look at other channels as well because there are benefits to media to both direct and organic channels as well. On Humm Kombucha we saw that when our “Brand” campaigns ran not only did our paid search perform better, we also saw lifts in organic and direct traffic to the site. With nearly no SEO support, we saw a 31% growth in organic traffic YoY attributed to digital media support.
Pixels
No one will ever claim that pixels are fun, but as we know its all necessary to the tracking process. We take this off your plate by getting access to your Google Tag Manager, and placing pixels to make sure the campaigns are tracking properly. We test and monitor and update as needed. We also layout the best places to track to ensure we tell the complete story.
