core/heading

When recruiting for clinical trials, it’s important to reach qualified respondents in specific locations quickly in order to expedite opportunities to get life-saving treatments to market. <a href="https://www.volta-medical.com/" target="_blank" rel="noreferrer noopener">Volta Medical</a>, an electrophysiology company whose mission is to aid in the treatment of complex heart rhythm disease, engaged <a href="https://www.finnpartners.com/" target="_blank" rel="noreferrer noopener">Finn Partners</a> for help recruiting patients for its RESTART clinical trial. Faced with the complex challenge of effectively reaching atrial fibrillation (AFIB) patients and caregivers within a 50-mile radius of each of five key trial sites across the country, Finn Partners leveraged the <a href="https://www.winwithoptimal.com/healthcare/" target="_blank" rel="noreferrer noopener">Optimal Aura Data Cloud</a> to build highly-targeted, HIPAA and NAI-compliant audience segments.

core/paragraph

As part of a digital advertising campaign to recruit trial participants, Finn Partners developed separate tailored campaigns for AFIB patients and caregivers. Equipped with detailed insights from 2.5MM+ patients in its permissioned audience panel, Optimal used AI and machine learning to create custom models for each group Finn Partners aimed to reach on behalf of Volta Medical. Optimal’s Aura audiences guided precise targeting strategies to maximize Meta campaign impact, despite platform limitations constraining detailed demographic parameters. Optimal’s verified, opted-in third-party data and proprietary audience-building methodologies helped Finn Partners reach qualified patients and caregivers while prioritizing consumer privacy and protecting against platform changes and cookie deprecation.

The campaign yielded remarkable success, efficiently reaching AFIB patients and caregivers in the desired locations at a cost-per-click 31% lower than health industry average, with a clickthrough rate 51% higher than health industry average*. Engagements on paid social posts from relevant accounts indicated the accuracy of audience targeting and content, with almost no media waste or bot comments slowing down the process of filling Volta Medical’s trials. Equipped with the best possible data from Optimal's Aura Data Cloud and a highly-targeted media plan aligned with industry best practices, Volta was able to quickly complete clinical trial enrollment with qualified candidates. Speed to enrollment means Volta can more quickly evaluate their technology’s impact in assessment of complex atrial fibrillation.

*Benchmarks from 2023 Wordstream data

<h3 class="wp-block-heading" id="h-challenge">Challenge </h3>



When recruiting for clinical trials, it’s important to reach qualified respondents in specific locations quickly in order to expedite opportunities to get life-saving treatments to market. <a href="https://www.volta-medical.com/" target="_blank" rel="noreferrer noopener">Volta Medical</a>, an electrophysiology company whose mission is to aid in the treatment of complex heart rhythm disease, engaged <a href="https://www.finnpartners.com/" target="_blank" rel="noreferrer noopener">Finn Partners</a> for help recruiting patients for its RESTART clinical trial. Faced with the complex challenge of effectively reaching atrial fibrillation (AFIB) patients and caregivers within a 50-mile radius of each of five key trial sites across the country, Finn Partners leveraged the <a href="https://www.winwithoptimal.com/healthcare/" target="_blank" rel="noreferrer noopener">Optimal Aura Data Cloud</a> to build highly-targeted, HIPAA and NAI-compliant audience segments.



<h3 class="wp-block-heading" id="h-approach">Approach</h3>



As part of a digital advertising campaign to recruit trial participants, Finn Partners developed separate tailored campaigns for AFIB patients and caregivers. Equipped with detailed insights from 2.5MM+ patients in its permissioned audience panel, Optimal used AI and machine learning to create custom models for each group Finn Partners aimed to reach on behalf of Volta Medical. Optimal’s Aura audiences guided precise targeting strategies to maximize Meta campaign impact, despite platform limitations constraining detailed demographic parameters. Optimal’s verified, opted-in third-party data and proprietary audience-building methodologies helped Finn Partners reach qualified patients and caregivers while prioritizing consumer privacy and protecting against platform changes and cookie deprecation.



<h3 class="wp-block-heading" id="h-results">Results</h3>



The campaign yielded remarkable success, efficiently reaching AFIB patients and caregivers in the desired locations at a cost-per-click 31% lower than health industry average, with a clickthrough rate 51% higher than health industry average*. Engagements on paid social posts from relevant accounts indicated the accuracy of audience targeting and content, with almost no media waste or bot comments slowing down the process of filling Volta Medical’s trials. Equipped with the best possible data from Optimal&#8217;s Aura Data Cloud and a highly-targeted media plan aligned with industry best practices, Volta was able to quickly complete clinical trial enrollment with qualified candidates. Speed to enrollment means Volta can more quickly evaluate their technology’s impact in assessment of complex atrial fibrillation.



*Benchmarks from 2023 Wordstream data

How Finn Partners Utilized Optimal’s Aura Data Cloud to Reduce CPC by 31%

<a href="https://plunge.com/" target="_blank" rel="noreferrer noopener">Plunge</a> was founded in 2020 as a cutting-edge and accessible direct-to-consumer cold plunge wellness solution. After initial success, including an appearance on Shark Tank and mentions from several prominent influencers like Lizzo, Josh Brolin and Aaron Judge, Plunge faced challenges scaling paid media performance beyond branded search and high-intent retargeting, while maintaining a profitable cost per new customer acquisition goal. Additionally, Plunge needed to overcome the hurdles of marketing during a recessionary period and an influx of lower-cost competitors in the market.

Optimal took an innovative and data-driven approach to tackle Plunge's challenges. Together, the teams developed a robust, dynamic, full-funnel paid media plan and social strategy, leveraging AI technology, unique bidding strategies, and real-time optimization. Optimal utilized AI-backed visuals with empathetic messaging to reach new audiences and took advertising platform algorithms to new heights. Optimal's innovative approach included using Meta AI to target new audiences based on ad image content, leveraging user-generated content to scale content production, and tapping into the best-performing organic posts and videos. They also challenged the status quo by testing value-based bidding against a custom bidding strategy that capitalized on the brand name "Plunge" and its association with the wellness and fitness space. Optimal's approach was not limited to paid media alone. They also applied inventive strategies to Plunge's paid social campaigns, leveraging Meta AI tools to test audience targeting based on imagery included in ads. This approach resulted in a 4.2x increase in purchase volume from females within the target audience, a customer segment that was lagging previously.

The collaboration between Optimal and Plunge led to exceptional results and demonstrated the power of innovation and creativity in marketing, with a paid acquisition purchase volume increase of a remarkable 972% year-over-year. The campaign made Plunge a household name and increased brand recognition, resulting in a total sales increase of over 1,000% in just a year, 972% of which can be attributed to paid digital acquisition alone. The qualitative results were equally impressive: Plunge's advertising efforts garnered attention from several publications and maintained its position as a top-ranked brand despite the emergence of lower-cost competitors. Optimal's ownership mindset and strategic use of automated tools, combined with human intervention, allowed them to make informed decisions based on Plunge's specific circumstances and needs. Through Optimal's innovative and data-driven approach, Plunge was able to overcome their challenges, achieve remarkable results, and establish themselves as a leading brand in the cold plunge wellness industry. This success story highlights the importance of combining cutting-edge technology with human expertise to deliver outstanding marketing outcomes. <a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> today to learn about how Optimal can help you win.

<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<a href="https://plunge.com/" target="_blank" rel="noreferrer noopener">Plunge</a> was founded in 2020 as a cutting-edge and accessible direct-to-consumer cold plunge wellness solution. After initial success, including an appearance on Shark Tank and mentions from several prominent influencers like Lizzo, Josh Brolin and Aaron Judge, Plunge faced challenges scaling paid media performance beyond branded search and high-intent retargeting, while maintaining a profitable cost per new customer acquisition goal. Additionally, Plunge needed to overcome the hurdles of marketing during a recessionary period and an influx of lower-cost competitors in the market.



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



Optimal took an innovative and data-driven approach to tackle Plunge&#8217;s challenges. Together, the teams developed a robust, dynamic, full-funnel paid media plan and social strategy, leveraging AI technology, unique bidding strategies, and real-time optimization. Optimal utilized AI-backed visuals with empathetic messaging to reach new audiences and took advertising platform algorithms to new heights. Optimal&#8217;s innovative approach included using Meta AI to target new audiences based on ad image content, leveraging user-generated content to scale content production, and tapping into the best-performing organic posts and videos. They also challenged the status quo by testing value-based bidding against a custom bidding strategy that capitalized on the brand name &#8220;Plunge&#8221; and its association with the wellness and fitness space. Optimal&#8217;s approach was not limited to paid media alone. They also applied inventive strategies to Plunge&#8217;s paid social campaigns, leveraging Meta AI tools to test audience targeting based on imagery included in ads. This approach resulted in a 4.2x increase in purchase volume from females within the target audience, a customer segment that was lagging previously.



<h2 class="wp-block-heading" id="h-results">Results</h2>



The collaboration between Optimal and Plunge led to exceptional results and demonstrated the power of innovation and creativity in marketing, with a paid acquisition purchase volume increase of a remarkable 972% year-over-year. The campaign made Plunge a household name and increased brand recognition, resulting in a total sales increase of over 1,000% in just a year, 972% of which can be attributed to paid digital acquisition alone. The qualitative results were equally impressive: Plunge&#8217;s advertising efforts garnered attention from several publications and maintained its position as a top-ranked brand despite the emergence of lower-cost competitors. Optimal&#8217;s ownership mindset and strategic use of automated tools, combined with human intervention, allowed them to make informed decisions based on Plunge&#8217;s specific circumstances and needs. Through Optimal&#8217;s innovative and data-driven approach, Plunge was able to overcome their challenges, achieve remarkable results, and establish themselves as a leading brand in the cold plunge wellness industry. This success story highlights the importance of combining cutting-edge technology with human expertise to deliver outstanding marketing outcomes. <a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> today to learn about how Optimal can help you win.

How Optimal Increased Paid Digital Acquisition for Plunge by 972%

<a href="https://www.mtllc.com/agency" target="_blank" rel="noreferrer noopener">Marcus Thomas</a>, a marketing communications agency, partnered with Optimal to utilize one of our privacy compliant, DTC audiences on an active Facebook campaign. The objective was to generate leads for the client’s product, which we achieved at a Cost-Per-Lead (CPL) 68% lower than the defined goal.

The target audience for this campaign, a small subset of people that treat their condition in a specific way, is often very difficult to find. Despite this, Optimal was able to find the target audience through a relevant, survey based audience, modeled to the smallest size allowable by the NAI Code of Conduct. This waste minimizing approach helped Marcus Thomas to achieve their goals, overcome hurdles, and exceed business KPIs at a significantly lower CPL.

Working with Optimal and Optimal data has helped our client find and reach a very niche medical data audience that is often hard to find, due to platforms like Meta limiting sensitive data availability to advertisers. With Optimal’s help, we’ve been able to reach the right audience at the right time and exceed our client’s KPIs. - Marcus Thomas Media Supervisor

<a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Conta</a><a href="https://www.winwithoptimal.com/contact-us/">ct us</a> to learn about our data and media solutions that can help you lower CPL.

<a href="https://www.mtllc.com/agency" target="_blank" rel="noreferrer noopener">Marcus Thomas</a>, a marketing communications agency, partnered with Optimal to utilize one of our privacy compliant, DTC audiences on an active Facebook campaign. The objective was to generate leads for the client’s product, which we achieved at a Cost-Per-Lead (CPL) 68% lower than the defined goal.



The target audience for this campaign, a small subset of people that treat their condition in a specific way, is often very difficult to find. Despite this, Optimal was able to find the target audience through a relevant, survey based audience, modeled to the smallest size allowable by the NAI Code of Conduct. This waste minimizing approach helped Marcus Thomas to achieve their goals, overcome hurdles, and exceed business KPIs at a significantly lower CPL.



Working with Optimal and Optimal data has helped our client find and reach a very niche medical data audience that is often hard to find, due to platforms like Meta limiting sensitive data availability to advertisers. With Optimal’s help, we’ve been able to reach the right audience at the right time and exceed our client’s KPIs. &#8211; Marcus Thomas Media Supervisor



<a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Conta</a><a href="https://www.winwithoptimal.com/contact-us/">ct us</a> to learn about our data and media solutions that can help you lower CPL.

Overcoming Hurdles: How Optimal Helped Marcus Thomas Decrease CPL by 68%

A Fortune 500 Financial Services Firm identified a need to increase brand favorability among key audiences: C-suite executives, opinion leaders, policymakers, employees, and investors. They sought to improve the overall reputation of their brand and associate it with core themes including retirement solutions and environmental, social, and governance (ESG) investing. To achieve their goals, the firm partnered with Optimal's <a href="https://www.winwithoptimal.com/public-affairs/" target="_blank" rel="noreferrer noopener">Public Affairs</a> experts to launch a year-long data-driven advertising campaign aimed at reaching, engaging, and moving key audiences.

Leveraging Optimal’s proprietary and exclusive media, data, and measurement solutions, we identified both the channels and platforms on which we could reach and persuade key audiences while measuring brand lift. We developed a dynamic media plan, optimizing daily across targeted news and social platforms including LinkedIn, The Wall Street Journal, Bloomberg, Axios, The New York Times, and over 50 additional publishers and platforms, with readership that would be interested in exploring ESG topics. All told, we delivered over 160MM targeted advertising exposures across social, display, native, and video formats, including in-stream and CTV. 

Precise Audience Development: Optimal leveraged a mixture of first- and second-party datasets to reach the client’s target audience including employees, investors, shareholders, and policymakers. By relying on our award-winning, proprietary technology platform, <a href="https://campaignsandelections.com/campaigntech/dspoliticals-optimal-leans-into-self-service-with-new-ad-platform/" target="_blank" rel="noreferrer noopener">Deploy</a>, we were able to onboard and activate the client’s first-party data in a secure, privacy-compliant way. Additionally, we harnessed our geofencing technology and data partnerships to reach attendees at key financial events around the world.

To ensure the efficacy of the campaign, Optimal conducted a brand lift study to analyze the impact of the advertising program. Results showed that those exposed to our client’s advertising saw a substantial increase in favorability and increased associations with both ESG and other key messages.&nbsp;

Awareness: Individuals exposed to ads said they were “more familiar” with the firm driving a 7% lift in awareness among a target universe of already well-informed individuals

Favorability: Individuals exposed to advertising were 11% more likely to conduct business with the firm

Action: The advertising program contributed to a 73% year-over-year increase in traffic to the client’s website – 90% of advertising-driven website visitors had not previously visited the site before

core/list

Optimal’s data-driven advertising campaign increased brand favorability among key audiences and helped associate the client with key themes including retirement and environmental, social, and governance (ESG) investments and solutions.

<a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about our public affairs capabilities.

A Fortune 500 Financial Services Firm identified a need to increase brand favorability among key audiences: C-suite executives, opinion leaders, policymakers, employees, and investors. They sought to improve the overall reputation of their brand and associate it with core themes including retirement solutions and environmental, social, and governance (ESG) investing. To achieve their goals, the firm partnered with Optimal&#8217;s <a href="https://www.winwithoptimal.com/public-affairs/" target="_blank" rel="noreferrer noopener">Public Affairs</a> experts to launch a year-long data-driven advertising campaign aimed at reaching, engaging, and moving key audiences.



<h2 class="wp-block-heading" id="h-strategy">Strategy</h2>



Leveraging Optimal’s proprietary and exclusive media, data, and measurement solutions, we identified both the channels and platforms on which we could reach and persuade key audiences while measuring brand lift. We developed a dynamic media plan, optimizing daily across targeted news and social platforms including LinkedIn, The Wall Street Journal, Bloomberg, Axios, The New York Times, and over 50 additional publishers and platforms, with readership that would be interested in exploring ESG topics. All told, we delivered over 160MM targeted advertising exposures across social, display, native, and video formats, including in-stream and CTV. 



Precise Audience Development: Optimal leveraged a mixture of first- and second-party datasets to reach the client’s target audience including employees, investors, shareholders, and policymakers. By relying on our award-winning, proprietary technology platform, <a href="https://campaignsandelections.com/campaigntech/dspoliticals-optimal-leans-into-self-service-with-new-ad-platform/" target="_blank" rel="noreferrer noopener">Deploy</a>, we were able to onboard and activate the client’s first-party data in a secure, privacy-compliant way. Additionally, we harnessed our geofencing technology and data partnerships to reach attendees at key financial events around the world.



<h2 class="wp-block-heading" id="h-impact">Impact</h2>



To ensure the efficacy of the campaign, Optimal conducted a brand lift study to analyze the impact of the advertising program. Results showed that those exposed to our client’s advertising saw a substantial increase in favorability and increased associations with both ESG and other key messages.&nbsp;



<ul>
<li>Awareness: Individuals exposed to ads said they were “more familiar” with the firm driving a 7% lift in awareness among a target universe of already well-informed individuals</li>



<li>Favorability: Individuals exposed to advertising were 11% more likely to conduct business with the firm</li>



<li>Action: The advertising program contributed to a 73% year-over-year increase in traffic to the client’s website – 90% of advertising-driven website visitors had not previously visited the site before</li>
</ul>



<h2 class="wp-block-heading" id="h-conclusion">Conclusion</h2>



Optimal’s data-driven advertising campaign increased brand favorability among key audiences and helped associate the client with key themes including retirement and environmental, social, and governance (ESG) investments and solutions.



<a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about our public affairs capabilities.

Increasing Website Traffic by 73% for Global Financial Firm

Optimal was one of four DTC, condition-specific audience providers approached by a large pharmaceutical brand’s agency with the request of reaching patients suffering from Multiple Sclerosis for their upcoming clinical trial campaign. The client wanted to reach their audience across Facebook and Instagram, and sought support in identifying and targeting the appropriate audience and model size for their campaign.

Our team of experts first evaluated the client's requirements and objectives, and then discussed the appropriate audience sizing given campaign geo-targeting parameters and Multiple Sclerosis incidence. We then pushed the tailored audience model to the client's Meta ad account, ensuring efficient and effective activation.

To measure the success of the campaign, our partner tracked how many patients converted from the ad they saw on their newsfeed to the landing page. Conversions were defined as qualified patients signing up to be referred for the trial.

The client's clinical trial campaign was, and still is, successful, reaching the desired target audience and generating significant engagement from patients suffering from Multiple Sclerosis. Our audience targeting and activation efforts continue to help our client achieve their desired outcome.

Since launching this campaign in fall of 2022, Optimal has driven the most conversions of all four providers involved in our client’s campaign. In fact, our conversion total is greater than the amount of conversions garnered by the three other agencies combined. Through excellent cooperative service, Optimal has proven ourselves as the only partner able to scale and deliver, helping the client achieve their objectives and gather valuable insights for future campaigns. 

core/quote

Optimal was one of four DTC, condition-specific audience providers approached by a large pharmaceutical brand’s agency with the request of reaching patients suffering from Multiple Sclerosis for their upcoming clinical trial campaign. The client wanted to reach their audience across Facebook and Instagram, and sought support in identifying and targeting the appropriate audience and model size for their campaign.



Our team of experts first evaluated the client&#8217;s requirements and objectives, and then discussed the appropriate audience sizing given campaign geo-targeting parameters and Multiple Sclerosis incidence. We then pushed the tailored audience model to the client&#8217;s Meta ad account, ensuring efficient and effective activation.



To measure the success of the campaign, our partner tracked how many patients converted from the ad they saw on their newsfeed to the landing page. Conversions were defined as qualified patients signing up to be referred for the trial.



The client&#8217;s clinical trial campaign was, and still is, successful, reaching the desired target audience and generating significant engagement from patients suffering from Multiple Sclerosis. Our audience targeting and activation efforts continue to help our client achieve their desired outcome.



Since launching this campaign in fall of 2022, Optimal has driven the most conversions of all four providers involved in our client’s campaign. In fact, our conversion total is greater than the amount of conversions garnered by the three other agencies combined. Through excellent cooperative service, Optimal has proven ourselves as the only partner able to scale and deliver, helping the client achieve their objectives and gather valuable insights for future campaigns.  



In their own words, 



<blockquote class="wp-block-quote">Optimal and the team are always willing to help with any questions, segments and overall support.</blockquote>

Supporting a Leading Pharmaceutical Brand’s Clinical Trial Campaigns

A large e-commerce retailer needed to increase brand awareness and generate sales for their new consumer electronics product launch.

With Optimal’s dedication to performance and consistent optimization, we were able to leverage engaging video and native content across Facebook, Instagram, and Twitter to exceed sales targets and achieve statistically significant brand lift across multiple channels.

To begin, we tapped the Optimal Data Cloud to build a custom audience of early adopters of technology products. Leveraging purchase history, demographics, and media consumption behavior, we were able to reach precisely those individuals most likely to research and purchase new products and services.

The brand lift campaign reached over 22 million consumers across paid social. Throughout the campaign, we continuously optimized creative and placements to ensure we could maximize performance on key brand awareness metrics. On Twitter, we optimized video creative with subtitles to target users who generally view videos with sound off. On Facebook, we prioritized the use of creative carousels and 30-second videos that better resonated with our target audience. Constant creative testing helped us develop key findings including the need for higher than average frequency rates in order to see significant ad recall lift rate amongst our audience.

After implementation, Optimal ran brand lift studies across both Facebook and Twitter to determine the impact of recall on actual purchases. Overall, we found Facebook generated above industry benchmark lift for Unaided Brand Awareness and Consideration, and on Twitter, engaged audiences drove full funnel lift across all categories.

We were able to leverage various creative assets developed with the client’s agency partners to target audiences across Facebook, Twitter, and Instagram, build awareness and purchase intent, and ultimately drive sales of a new consumer electronics product.

core/image

A large e-commerce retailer needed to increase brand awareness and generate sales for their new consumer electronics product launch.



With Optimal’s dedication to performance and consistent optimization, we were able to leverage engaging video and native content across Facebook, Instagram, and Twitter to exceed sales targets and achieve statistically significant brand lift across multiple channels.



To begin, we tapped the Optimal Data Cloud to build a custom audience of early adopters of technology products. Leveraging purchase history, demographics, and media consumption behavior, we were able to reach precisely those individuals most likely to research and purchase new products and services.



The brand lift campaign reached over 22 million consumers across paid social. Throughout the campaign, we continuously optimized creative and placements to ensure we could maximize performance on key brand awareness metrics. On Twitter, we optimized video creative with subtitles to target users who generally view videos with sound off. On Facebook, we prioritized the use of creative carousels and 30-second videos that better resonated with our target audience. Constant creative testing helped us develop key findings including the need for higher than average frequency rates in order to see significant ad recall lift rate amongst our audience.



After implementation, Optimal ran brand lift studies across both Facebook and Twitter to determine the impact of recall on actual purchases. Overall, we found Facebook generated above industry benchmark lift for Unaided Brand Awareness and Consideration, and on Twitter, engaged audiences drove full funnel lift across all categories.



We were able to leverage various creative assets developed with the client’s agency partners to target audiences across Facebook, Twitter, and Instagram, build awareness and purchase intent, and ultimately drive sales of a new consumer electronics product.



<figure class="wp-block-image size-large is-resized"><img loading="lazy" decoding="async" src="https://winwithoptimal.wpengine.com/wp-content/uploads/2022/09/2-1024x272.png" alt="Optimal call out
9% increase in unaided awareness on Twitter
7% higher brand lift on Facebook vs. industry benchmarks
66% over-delivery of video views
" class="wp-image-1487" width="1024" height="272" srcset="https://media.winwithoptimal.com/wp-content/uploads/2022/09/2-1024x272.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2022/09/2-300x80.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2022/09/2-768x204.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2022/09/2-1536x408.png 1536w, https://media.winwithoptimal.com/wp-content/uploads/2022/09/2.png 2020w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>

Generating brand awareness and revenue for an eCommerce retailer

Veeam is the global leader in Intelligent Data Management, offering data protection solutions focused on backup and recovery for more than 300,000 organizations worldwide, including 75% of the Fortune 500 and 58% of the Global 2000.

As a global company, Veeam’s digital advertising drives leads from many different regional markets. However, Veeam found that lead quality varied significantly from region to region. Optimal was tasked with driving high-quality leads through top-revenue markets and increasing total lead volume—all while attaining a lower average cost per lead.

“They don’t feel like a separate contractor. I feel like they’re part of our business and they share our goals.”

-Russ Kerscher, Veeam Senior Global Product Marketing Manager

Optimal used the power of Google’s machine learning to maximize lead volume at the lowest possible cost per acquisition with Google Smart Display. By pairing Google’s smart automation with regional budget constraints, and aggressive ad testing we were able to grow global leads while also improving lead quality.

Optimal expanded on Veeam’s digital strategy to include paid social advertising on Facebook and LinkedIn. To attract and engage in-market, and demographically relevant social users, our social strategy focused on driving asset downloads to build a robust audience to fuel Veeam’s remarketing efforts.

Our paid social advertising strategies increased traffic and engagement with Veeam. But, to help nurture those leads further down the funnel, we established remarketing campaigns on various ad networks including; Google, Bing, Facebook, and LinkedIn. The remarketing campaigns targeted customers that had previously engaged with Veeam’s content, whether through paid ads or directly on the Veeam website.

The campaigns also utilized Veeam’s own CRM customer data to remarket cross-channel to customers of other Veeam products. Aligning the remarketing strategy to Veeam’s customer touchpoints, the campaigns promoted free product trials, bringing these users one step closer to making a final product purchase.

Optimal was able to exceed Veeam’s performance goals and drive a substantial increase in web traffic, lead acquisition, and more!

Veeam is the global leader in Intelligent Data Management, offering data protection solutions focused on backup and recovery for more than 300,000 organizations worldwide, including 75% of the Fortune 500 and 58% of the Global 2000.



As a global company, Veeam’s digital advertising drives leads from many different regional markets. However, Veeam found that lead quality varied significantly from region to region. Optimal was tasked with driving high-quality leads through top-revenue markets and increasing total lead volume—all while attaining a lower average cost per lead.



<h3 class="wp-block-heading">“They don’t feel like a separate contractor. I feel like they’re part of our business and they share our goals.”</h3>



-Russ Kerscher, Veeam Senior Global Product Marketing Manager



Optimal used the power of Google’s machine learning to maximize lead volume at the lowest possible cost per acquisition with Google Smart Display. By pairing Google’s smart automation with regional budget constraints, and aggressive ad testing we were able to grow global leads while also improving lead quality.



Optimal expanded on Veeam’s digital strategy to include paid social advertising on Facebook and LinkedIn. To attract and engage in-market, and demographically relevant social users, our social strategy focused on driving asset downloads to build a robust audience to fuel Veeam’s remarketing efforts.



Our paid social advertising strategies increased traffic and engagement with Veeam. But, to help nurture those leads further down the funnel, we established remarketing campaigns on various ad networks including; Google, Bing, Facebook, and LinkedIn. The remarketing campaigns targeted customers that had previously engaged with Veeam’s content, whether through paid ads or directly on the Veeam website.



The campaigns also utilized Veeam’s own CRM customer data to remarket cross-channel to customers of other Veeam products. Aligning the remarketing strategy to Veeam’s customer touchpoints, the campaigns promoted free product trials, bringing these users one step closer to making a final product purchase.



Optimal was able to exceed Veeam’s performance goals and drive a substantial increase in web traffic, lead acquisition, and more!



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="272" src="https://winwithoptimal.wpengine.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-1024x272.png" alt="" class="wp-image-1298" srcset="https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-1024x272.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-300x80.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-768x204.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-1536x408.png 1536w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2.png 2020w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>

Growing B2B Sales With a Full Funnel PPC Strategy

For over 145 years, Barilla has been synonymous with the world’s best food. Present in over 100 countries, they’re the global leader in the pasta and sauce market. To maintain their position, it was crucial for Barilla to master advertising on social platforms and encourage eCommerce transactions on retailer websites, both from consumers and food service professionals.

Optimad partnered with creative agency Summit F&amp;B to create, plan, and place engaging content and videos online that encouraged consumers to visit Barilla’s webpage and purchase products online from preferred retailers. A pixel was placed on the Barilla website to allow for look-a-like targeting of previous website visitors and to support media optimization toward online sales throughout the campaign.&nbsp;

In addition to reaching consumers, the target audience was expanded to include restaurant managers and owners, specifically those at Italian restaurants and other fine dining establishments. Optimad utilized a combination of historical first-party data, profession, keywords, geolocation, and contextual targeting to reach both B2C and B2B audiences.

Barilla’s results speak for themselves. The campaign over-delivered on all relevant KPIs including reach, video completion rate, website traffic, and, most of all, sales, which helped reinforce Barilla’s position as the largest producer of pasta in the world.

For over 145 years, Barilla has been synonymous with the world’s best food. Present in over 100 countries, they’re the global leader in the pasta and sauce market. To maintain their position, it was crucial for Barilla to master advertising on social platforms and encourage eCommerce transactions on retailer websites, both from consumers and food service professionals.



Optimad partnered with creative agency Summit F&amp;B to create, plan, and place engaging content and videos online that encouraged consumers to visit Barilla’s webpage and purchase products online from preferred retailers. A pixel was placed on the Barilla website to allow for look-a-like targeting of previous website visitors and to support media optimization toward online sales throughout the campaign.&nbsp;



In addition to reaching consumers, the target audience was expanded to include restaurant managers and owners, specifically those at Italian restaurants and other fine dining establishments. Optimad utilized a combination of historical first-party data, profession, keywords, geolocation, and contextual targeting to reach both B2C and B2B audiences.



Barilla’s results speak for themselves. The campaign over-delivered on all relevant KPIs including reach, video completion rate, website traffic, and, most of all, sales, which helped reinforce Barilla’s position as the largest producer of pasta in the world.

Increasing eCommerce transactions on retailer websites for Barilla

The COVID-19 pandemic presented the challenge of reaching audiences in a difficult environment flooded with blatant misinformation. Optimad partnered with five state departments of health to reach audiences to educate and persuade them to receive the COVID-19 vaccination.

We began with a longitudinal study of over 10,000 individuals to understand the core reasons for vaccine hesitancy and to create audience models for vaccine-hesitant individuals likely to be persuaded with facts and information.

Our various state departments of health clients designed tailored creative directly addressing the concerns of different vaccine-hesitant audiences in their respective states, with an emphasis on video and social media marketing to deliver each message.&nbsp;

Overall Optimal drove 93 percent video completion rates for 30-second and 15-second video ads and a resounding 38% attitudinal change in audience sentiment among the most unreceptive audiences.

Today, the states in which we advertised boast the highest rates of vaccination against COVID-19, including Rhode Island with over 80% of the adult population has received at least two doses.

The COVID-19 pandemic presented the challenge of reaching audiences in a difficult environment flooded with blatant misinformation. Optimad partnered with five state departments of health to reach audiences to educate and persuade them to receive the COVID-19 vaccination.



We began with a longitudinal study of over 10,000 individuals to understand the core reasons for vaccine hesitancy and to create audience models for vaccine-hesitant individuals likely to be persuaded with facts and information.



Our various state departments of health clients designed tailored creative directly addressing the concerns of different vaccine-hesitant audiences in their respective states, with an emphasis on video and social media marketing to deliver each message.&nbsp;



<h2 class="wp-block-heading">Overall Optimal drove 93 percent video completion rates for 30-second and 15-second video ads and a resounding 38% attitudinal change in audience sentiment among the most unreceptive audiences.</h2>



Today, the states in which we advertised boast the highest rates of vaccination against COVID-19, including Rhode Island with over 80% of the adult population has received at least two doses.

Addressing vaccine hesitancy with departments of health

Working on behalf of a major healthcare foundation, Optimal was tasked with reaching federal lawmakers to increase funding for pancreatic cancer research.

Optimal worked with the foundation to immerse target policymakers and Congressional staffers with sustained digital advertising efforts. Fueled by our first-party database of policymakers, we were able to take a multi-tiered approach with a combination of direct buys on leading political websites including The Hill and POLITICO, geofencing important government buildings including The White House, CDC, NIH, and Capitol Hill, and custom audience segmentation across programmatic, social and video channels.&nbsp;

The foundation received a number of high-profile media appearances as a result of the advertising campaign which delivered nearly 10 million high-impact advertising impressions to their target audiences. More importantly, the foundation secured additional awareness for their cause and the additional funding they sought. 

Working on behalf of a major healthcare foundation, Optimal was tasked with reaching federal lawmakers to increase funding for pancreatic cancer research.



Optimal worked with the foundation to immerse target policymakers and Congressional staffers with sustained digital advertising efforts. Fueled by our first-party database of policymakers, we were able to take a multi-tiered approach with a combination of direct buys on leading political websites including The Hill and POLITICO, geofencing important government buildings including The White House, CDC, NIH, and Capitol Hill, and custom audience segmentation across programmatic, social and video channels.&nbsp;



The foundation received a number of high-profile media appearances as a result of the advertising campaign which delivered nearly 10 million high-impact advertising impressions to their target audiences. More importantly, the foundation secured additional awareness for their cause and the additional funding they sought.

Engaging Policy Makers for Pancreatic Cancer Research Funding

Optimal was proud to partner with Fenton and the New Georgia Project to mobilize voters in advance of the Georgia Senate runoff elections in 2020 that determined control of the US Senate.

To regain control of the Senate, we were tasked with reaching historically ignored Black Georgians who were hesitant to turnout and had been put off by the aftermath of the general election in November. With control of the country in the balance, Fenton and Optimal partnered with the New Georgia Project who had built trust with millions of Georgians across the state over the past decade.

Traditional voter file targeting often has gaps when it comes to reaching Black voters. To counteract this, we married our responsive ad targeting technology with the New Georgia Project’s voter-tested messaging, along with Fenton’s razor-sharp creative and earned media outreach to bring the Georgia Black Belt out to vote and flip the Senate.&nbsp;

With only three weeks to reach voters, Optimal implemented the digital advertising component of Fenton’s robust media plan which featured tailored creative created in partnership with SHOWTIME’s late-night talk show Desus and Mero, as well as new authentic creative from local validators. All video and display ads were mobile and audio-friendly.&nbsp;

With verified, first-party voter data partnerships, we employed digital consumption modeling to serve creative to voters with a high likelihood of engaging with content online and who were most receptive to messaging from digital advertising. We ensured New Georgia Project was able to reach their custom audiences and ensure the right people were getting the right calls to action from voter registration to early voting, and in-person voting.

We supplemented this targeting with New Georgia Project’s canvassing lists, helping drive our core audience of Black Georgians who turned out at 41.9% – an incredible turnout rate for a runoff election in the middle of a pandemic, after sweeping voter disenfranchisement in the state during the preceding general election.&nbsp;

Together with Fenton and New Georgia Projected, Optimal helped secure Democratic control of the Senate for the first time since 2014.

Optimal was proud to partner with Fenton and the New Georgia Project to mobilize voters in advance of the Georgia Senate runoff elections in 2020 that determined control of the US Senate.



To regain control of the Senate, we were tasked with reaching historically ignored Black Georgians who were hesitant to turnout and had been put off by the aftermath of the general election in November. With control of the country in the balance, Fenton and Optimal partnered with the New Georgia Project who had built trust with millions of Georgians across the state over the past decade.



Traditional voter file targeting often has gaps when it comes to reaching Black voters. To counteract this, we married our responsive ad targeting technology with the New Georgia Project’s voter-tested messaging, along with Fenton’s razor-sharp creative and earned media outreach to bring the Georgia Black Belt out to vote and flip the Senate.&nbsp;



With only three weeks to reach voters, Optimal implemented the digital advertising component of Fenton’s robust media plan which featured tailored creative created in partnership with SHOWTIME’s late-night talk show Desus and Mero, as well as new authentic creative from local validators. All video and display ads were mobile and audio-friendly.&nbsp;



With verified, first-party voter data partnerships, we employed digital consumption modeling to serve creative to voters with a high likelihood of engaging with content online and who were most receptive to messaging from digital advertising. We ensured New Georgia Project was able to reach their custom audiences and ensure the right people were getting the right calls to action from voter registration to early voting, and in-person voting.



We supplemented this targeting with New Georgia Project’s canvassing lists, helping drive our core audience of Black Georgians who turned out at 41.9% – an incredible turnout rate for a runoff election in the middle of a pandemic, after sweeping voter disenfranchisement in the state during the preceding general election.&nbsp;



Together with Fenton and New Georgia Projected, Optimal helped secure Democratic control of the Senate for the first time since 2014.

Flipping the Senate in the Georgia Senate Runoffs

The way consumers watch movies has forever changed with the COVID-19 pandemic and the proliferation of in-home streaming options. Studios are adjusting their release strategies to embrace this new paradigm as consumers seek convenient access to higher-quality content anywhere, anytime. Transactional video on demand (TVOD) is a powerful tool for driving both increased viewership and revenue from those who prefer to rent movies at home.

Joe Bell was a new release set to hit theaters on July 23rd and transactional video on demand on August 10th. The studio needed Optimad to drive audiences to on-demand channels.

To build a high-performing audience with the best probability of driving conversions, we layered targeting tactics and data attributes to build a bespoke audience fit for this film including frequent moviegoers, proximity to theaters, interest in similar movies, demographics, and geography.

Leveraging our real-time intent and optimization strategy, we tested creative against dozens of variables in each audience to deliver the right creative at the right time for maximized engagement. We emphasized media spending for the most actionable audience segments with tailored creative to their unique personas.

We activated these creative pieces across display, native, YouTube, Facebook, Instagram, Twitter, paid search, and CTV, as well as direct advertising placements on relevant sites and platforms including Amazon and Fandango.

Joe Bell became a top-performing title on Prime Video during our advertising campaign. Based on our early success, the film was subsequently acquired by Amazon for its free streaming video on demand (SVOD) service after the transactional campaign ended.

The way consumers watch movies has forever changed with the COVID-19 pandemic and the proliferation of in-home streaming options. Studios are adjusting their release strategies to embrace this new paradigm as consumers seek convenient access to higher-quality content anywhere, anytime. Transactional video on demand (TVOD) is a powerful tool for driving both increased viewership and revenue from those who prefer to rent movies at home.



Joe Bell was a new release set to hit theaters on July 23rd and transactional video on demand on August 10th. The studio needed Optimad to drive audiences to on-demand channels.



To build a high-performing audience with the best probability of driving conversions, we layered targeting tactics and data attributes to build a bespoke audience fit for this film including frequent moviegoers, proximity to theaters, interest in similar movies, demographics, and geography.



Leveraging our real-time intent and optimization strategy, we tested creative against dozens of variables in each audience to deliver the right creative at the right time for maximized engagement. We emphasized media spending for the most actionable audience segments with tailored creative to their unique personas.



We activated these creative pieces across display, native, YouTube, Facebook, Instagram, Twitter, paid search, and CTV, as well as direct advertising placements on relevant sites and platforms including Amazon and Fandango.



Joe Bell became a top-performing title on Prime Video during our advertising campaign. Based on our early success, the film was subsequently acquired by Amazon for its free streaming video on demand (SVOD) service after the transactional campaign ended.

Navigating the Wild West of Political Advertising

How Finn Partners Utilized Optimal’s Aura Data Cloud to Reduce CPC by 31%

Digital Marketing Case Studies

Industry

How Finn Partners Utilized Optimal’s Aura Data Cloud to Reduce CPC by 31%

How Optimal Increased Paid Digital Acquisition for Plunge by 972%

Overcoming Hurdles: How Optimal Helped Marcus Thomas Decrease CPL by 68%

Increasing Website Traffic by 73% for Global Financial Firm

Supporting a Leading Pharmaceutical Brand’s Clinical Trial Campaigns

Generating brand awareness and revenue for an eCommerce retailer

Growing B2B Sales With a Full Funnel PPC Strategy

Increasing eCommerce transactions on retailer websites for Barilla

Addressing vaccine hesitancy with departments of health

Engaging Policy Makers for Pancreatic Cancer Research Funding

Flipping the Senate in the Georgia Senate Runoffs

Driving Video on Demand Streams and Transactions for “Joe Bell”