As the business-to-business division of a well-known company, this United States-based office supply brand has contracts with organizations from 20 employees all the way up to the Fortune 1000, including global businesses, government, healthcare organizations, and educational institutions.
Since most of their business goes through their website, driving the right audience to relevant product pages is the key to their success. Their website is broken into multiple departments, all responsible for the growth of their specific brands and product lines, including their own in-house brand of products.
We created a new audience pool of people who had shown interest in any products which related to the new product lines. For example, to drive awareness of new toner, we pulled product page visitors for the printer, copier, or fax machine categories in the past 30 days. The new awareness campaigns ran side-by-side with the original general retargeting and cart abandonment campaigns promoting the already established products run by individual product line.
Awareness campaign for new products were a success with an amazing 32:1 ROAS. Original core campaigns continued to perform at an unbelievable 65:1 ROAS.