GroupM Nexus Drives Effective Campaign Results Through Brand and Performance Strategies
"We’re impressed with how easy it is to use GrowthAds. The platform’s user-friendly interface and trader-friendly design allow us to optimize our campaign strategy and execution effectively, delivering strong results for our client. We also value the in-depth insights provided by the GrowthAds Platform, which enhance post-campaign analysis and inform our future campaign strategies."
39%
39x
Founded in 1961, yourtown is a trusted organization dedicated to supporting young people, with a focus on mental health and wellbeing, long-term unemployment, youth suicide prevention, child protection, and assistance for those experiencing domestic and family violence.
Industry
Gambling, Nonprofit
Brand
yourtown
Product
Advertise, GrowthAds Advertising Platform
Challenge
As marketers increasingly seek better performance and greater accountability for their media investments, GroupM Nexus remains focused on helping clients achieve superior results. As an outcomes-driven agency with growth ambitions, GroupM Nexus aimed to re-evaluate its programmatic partners to explore new approaches that would deliver exceptional results and keep clients satisfied.
Collaborating with Wavemaker, GroupM Nexus selected yourtown, a not-for-profit organization supporting at-risk youth in Australia, for a test campaign. Yourtown’s programs are primarily funded through a lottery model, where ticket buyers have the chance to win a luxury home.
The objective for GroupM Nexus and Wavemaker was twofold: to build brand awareness for yourtown and to acquire new customers (lottery ticket buyers) at scale, driving as many ticket sales as possible in the most cost-efficient way.
Solution
GrowthAds partnered with GroupM to execute a self-serve campaign model, where GroupM Nexus and Wavemaker developed the media strategy, and GroupM Nexus handled media buys using the GrowthAds Platform. This platform, which streamlines campaign planning, activation, and measurement in one place, allowed GroupM Nexus to quickly analyze yourtown’s online audiences and set up campaigns in minutes rather than hours.
Leveraging GrowthAds’ advanced AI and machine learning engine, alongside its extensive first-party dataset, yourtown was able to target the right audiences in the most relevant digital environments. The campaign followed a full-funnel approach, combining brand and performance advertising, with the aim to:
- Drive consideration for yourtown through GrowthAds’ Interest-Based Audiences tool.
- Prompt action from users with the highest likelihood to convert, after they had previously engaged with a relevant ad.
The real-time insights provided by the GrowthAds Platform allowed for continuous optimization, ensuring each creative reached the right audience at the most impactful stage of their journey toward purchasing a lottery ticket.
Results
By initially showing a brand-focused ad followed by a lower-funnel ad, the campaign achieved outstanding results:
- 39% increase in conversions after switching to the GrowthAds Advertising Platform
- 39x return on ad spend
Wavemaker and GroupM Nexus worked seamlessly together to exceed yourtown’s expectations. The agency teams also saved valuable time by easily accessing actionable audience insights to refine the media plan and finalize the campaign.
GrowthAds continues to support GroupM Nexus in delivering exceptional outcomes for their clients.
The Partnership
Brand: yourtown
Agency: GroupM Nexus + Wavemaker
