Challenge

The campaign must maintain consistent messaging and brand voice across campaigns being run by different arms of the organization

Strategy

Aligned Campaign & Business Goals. Bid competitively on non-brand, brand, and competitors’ keywords. Understanding how people search at different points on their purchase journeys to engage the brand with this new audience.

Approach

Past behaviors are useful for understanding consumers’ interests and their likelihood to purchase. To better measure we used user behavior, analyzed activities across websites, searches, and content.