If your brand isn’t evolving its digital marketing strategy, you’re falling behind the competition.
While banner ads and retargeting were once cutting edge core components of any digital marketing strategy, Interplay Media and its client Macro Mike, a producer of natural health snacks, started to notice this strategy reach a plateau, no longer making a meaningful return on spend.
With an end of financial year sales push on the cards, Macro Mike needed to boost its Direct-to-Consumer sales of organic protein powders with maximum impact. So, Interplay and Macro Mike turned to Bonzai and its high impact formats to reinvigorate its strategy.
The advertiser brief required awareness of the new range of flavours and key health benefits, while also boosting direct and retargeting conversion rates.
In the past, Macro Mike had to make compromises with display advertising, between branding or performance given the limited amount of space in a standard banner. Combined with flat return on retargeting spend, a different solution was clearly needed to make the end of year sales push a success.
Creatively Driven Performance
Turning the paradigm on its head, Macro Mike instead achieved both brand awareness and higher conversion performance in one solution using Bonzai’s latest high impact formats .
“The Bonzai platform and its range of high impact formats are unmatched when it comes to ease of use and functionality,” said Interplay
“The team consistently provides creative inspiration that helps respond to out of the box briefs. Co-creating complex ad builds within the allocated time-frame is so easy with Bonzai.”
Bonzai’s creative automation platform allowed Interplay Media and Macro Mike to easily build meaningful creatives for different channels, formats, screens and distribute these with built-in integrations.
Interplay, crafted a high-impact product showcase format to showcase Macro Mike’s five products. In the creative, users were able to see all the most important information including health benefits and key ingredients. Pricing information and the discounts applied to the products, was front-and-centre.
In most banner ads, it would have been impossible for this information to have been displayed. However, the Portal Showcase format provided by Bonzai and used by Interplay used scrolling and auto-switch gallery elements to show a range of products, whilst remaining engaging and displaying all the necessary information about each product. With the product information in the foreground, the background served as the call-to-action. This means that, instead of building multiple ad formats, all the information was contained within a single advert — boosting efficiency on ad spend and showcasing Macro Mike’s range of products.
Plus, by appearing as users scroll through the article, users were compelled to view it — rather than seeing it as an annoying pop-up that would need to be closed. While boosting attention and engagement, the ad format also meant that users did not see Macro Mike as a company with spammy ads.
The Results
Given the impressive and eye-catching nature of the creative, great performance shouldn’t have been surprising.
Compared to running standard banners, Macro Mike achieved 140 per cent higher sales using Bonzai’s high impact formats while its return on investment was up by 7x. This is the first time ever Macro Mike achieved brand awareness and fantastic performance simultaneously thanks to Interplay’s planning and Bonzai’s high impact ad-formats.
Pooja Kulkarni, director product & design said: “E-Commerce presents a unique challenge for brands, where on one hand, it’s imperative to drive short term sales, yet building your brand is the powerhouse to bring customers for the long term. This no longer needs to be a compromise. With high impact formats, we have a solution to drive immediate results and build brands at the same time, executed to amazing effect here by Interplay Media and Macro Mike.
These results are not limited to Macro Mike, however. Bonzai has a range of high-impact products — not just Portal. Its TruSkin and ScrollX products, give brands high-impact desktop and mobile ads with shoppable video, parallax scrolling, and more. To find out more, you can reach out to [email protected].
