To move millennials through the purchase funnel, HP Australia worked with its
retail partners and DoubleClick to get a single view of the customer. This approach
drove a 4X increase in ROI and a 2X increase in conversions amongst retargeted
millennials.

As a producer of hardware, software, and related services for businesses and
consumers, HP Australia wanted to drive sales among millennials. The
challenge was, according to internal research, millennials didn’t believe HP
products were relevant to them; instead, they associated HP with older users. HP
Australia realised it needed to do a better job of communicating with and targeting
millennials.

HP Australia began by shifting marketing spend from billboards, TV, and print to
targeted, measurable digital media. That helped the brand reach millions of engaged
and in-market consumers, drive awareness of new products, and take consumers
through the consideration phase of the purchase funnel. With the awareness piece
taking effect, the challenge was then to guide millennial consumers through the
lower funnel, from evaluation to purchase.

Sharing data and using DoubleClick Bid Manager to get a clear view of the consumer

HP Australia worked closely with its retail partners and resellers in Australia to
create campaigns on Google AdWords, YouTube, Google Display Network, and
DoubleClick Bid
Manager.

“Retailers and manufacturers need to ensure that the digital customer journey is
optimised and personalised, particularly at the lower end of the funnel.”

To get a clear view of the consumers, the brand first shared its first-party
consumer data with retailers. Then it embedded conversion tracking on retail
partner sites. This allowed HP Australia and its retail partners to share cookie
lists and target and retarget consumers who had already shown an interest in the
brand’s products.

“Retailers and manufacturers need to ensure that the digital customer journey is
optimised and personalised, particularly at the lower end of the funnel. We are
embracing this by programmatically buying retail banner display advertising
tailored to our end-user segments,” said Darren Needham-Walker, marketing director
at HP Australia.

This approach helped HP Australia gain a better understanding of the full customer
journey than was possible before.

Data-led approach drives incremental sales

Measured through incremental e-commerce sales, HP Australia produced a 4X
improvement in ROI, while traffic from programmatic retargeting converted 2X higher
than the non-targeted consumer. Ultimately, this data-led approach helped the brand
expose more of its millennial target audience to its campaigns, and drive
incremental sales at a significantly lower investment than previous marketing
efforts.