The approach was focussed on maximising reach, without compromising on quality.
These two things were conflicting; whilst it was possible to reach all in-market consumers, ensuring they were faced with the most relevant user journey was more challenging. It required a data-led approach.
We began by breaking our audience in to two distinct groups, thereby getting to the root of the problem:
Known user demographic and product >> Tailored creative
Unknown user >> Generic creative
The former gave us quality, and the latter worked as a catch-all to maximise reach, where the data was unavailable.
By sharing data between our different channels and Google Analytics at the earliest opportunities, we were able to transfer as many users as possible from the ‘unknown user’ group to the ‘known user’ group. This is explained more thoroughly in the following sections.