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  1. 2020

Merkle | Periscopix

Karen Millen: Full Purchase Funnel Activity

Category:Best Use Of Data

Client:Karen Millen

In 2015 Karen Millen and Periscopix embarked on an overhaul and expansion of their digital strategy. The main objective was to drive brand awareness and increase new customers to the brand.

We did this by increasing Display activity, predominantly through YouTube campaigns and tailored GSP targeting. As well as targeting users both new and returning at all levels of the consumer journey, from various upper funnel touch points to more direct response channels. One key element we were keen to target across both channels was using Karen Millen’s comprehensive CRM customer database, to target similar users that Google determined would be interested in Karen Millen products.

This would help increase new users to site which was a key objective of the project, while using other targeting such as affinity meant there was an element of pure prospecting to the campaigns which drove the brand awareness reach. By using innovative GA reporting that allowed us visibility over the customer’s path to conversion we ensured the top of funnel activity wasn’t undervalued.