Background

Elkjøp, better known as Elgiganten outside Norway, is the largest consumer electronics retailer in the Nordic countries with four hundred stores in six countries and 10,000 employees. It is owned by British electronics multinational retailer Currys Plc. Elkjøp‘s media agency, Dentsu is one of the largest international advertising agencies, with the solutions and services to help brands unlock new growth opportunities across the entire customer journey. Google Marketing Platform is a unified advertising and analytics platform and team of specialists that helps enterprise marketers make better decisions faster.

Challenge

Elkjøp tasked its media agency, in partnership with Google’s programmatic accounts team, to increase sales of electric grills, dehumidifiers and air purifiers. While the business had already deployed a wide range of marketing tactics and channels to engage and convert new customers, one approach they were keen to try was leveraging the natural correlation between these types of products and changes in the weather – as a way to engage users at pertinent moments, and drive sales.

Approach

Working closely with WeatherAds and Google’s programmatic accounts team, Dentsu developed a display media plan to deliver location-specific ads based on real-time weather conditions in Display & Video 360 (DV360). Two test campaigns were created – one for advertising air purifiers during periods of dry or polluted air, and another to promote dehumidifiers during wet weather. Strategic KPI reviews, frequency management and optimisation recommendations were also provided by Dentsu.

Results

The new approach resulted in 178% more conversions than a comparable Elkjøp campaign – ultimately delivering 2,788 more sales of humidifiers and air purifiers. Based on this success, Elkjøp now uses weather-based campaigns as part of their always-on strategy to grow e-commerce sales by 50% YoY.

Key metrics:

- 178% more conversion

- 2,788 more sales

- 15.4M impresssions delivered

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“Campaigns like this one with the help of Dentsu and Google’s DV360 are a great example of how we would like to work together, and find effective solutions for both guiding and converting customers.”

- Susann Chawla, Digital Marketing Specialist, Elkjøp Norge AS.

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