CASE STUDY: John Lewis

 

Advancing the art of programmatic media buying for Black Friday

Winner: Masters of Marketing 2017 – Programmatic & Performance Marketing

 

Challenge

Huge demand for digital advertising space over Black Friday weekend meant a lack of available inventory and inflated prices. John Lewis needed to be able to reach its key audience in key, premium publishers in order to drive a high ROI from the sale weekend.

 

Strategy

Step 1: Hypothesising that shoppers planned ahead for their Black Friday buying, John Lewis set up private marketplace deals with premium sites in the build up to Black Friday. This overcame the challenge of reduced inventory and higher bidding costs.

Step 2: John Lewis set up a truly innovative Programmatic Guaranteed (PG) deal with The Telegraph during Black Friday weekend. Unlike a non-programmatic direct deal, PG meant that John Lewis could guarantee a strong presence and retrieve the full wealth

 of data available from programmatic channels.

 

Results

  • ROI up to 346% higher than the target
  • Helped drive a record-breaking Black Friday for the brand – exceeding record weekly revenue by 6.5%