Case study

Transforming campaign efficiency for MN&Co

MN&Co, a leading digital marketing agency, aimed to enhance the effectiveness of programmatic and social campaigns for one of its key financial services clients. The client had been relying on Meta (Facebook and Instagram) for its campaigns, primarily focusing on retargeting strategies to engage potential customers who had interacted with its brand across the open web.

Challenge

Fragmented systems and lack of transparency

Operational silos posed a significant challenge due to a lack of integration from open web to social channels. This disjointed approach hindered efficient measurement and led to suboptimal performance, with Meta campaigns achieving only a 0.1% Click-Through Rate (CTR). MN&Co recognized the need for a more cohesive strategy to boost engagement and conversion rates.

Solution

Leveraging illumin for seamless integration and enhanced targeting

To overcome these challenges, MN&Co turned to illumin’s advanced audience-focused platform. By leveraging illumin, MN&Co was able to seamlessly connect the client’s open web retargeting efforts with its Meta campaigns.

Increased Engagement: Connecting open web and social channels to improve user interaction.
Precise Targeting: Targeting and retargeting potential customers with greater accuracy across channels.
Streamlined Management: Simplifying campaign management and optimizing ad delivery.

A person interacting with holographic data charts.

Execution

A data-driven approach

Audience Segmentation: MN&Co utilized illumin to segment audiences based on their interactions on the open web.
Targeted Retargeting: Tailored ad campaigns were created on Meta platforms, focusing on these segmented audiences.
Performance Tracking: Continuous monitoring of campaign performance enabled real-time adjustments, optimizing results

Key results

Seamless connectivity and increased engagement

CTR Improvement: The average CTR for social increased from 0.1% when running siloed campaigns to 0.14% when connected in illumin, marking a 40% improvement.
Enhanced Conversions: Significant increase in conversion rates, translating to more leads and higher customer acquisition.

“Through our partnership with illumin, we have been able to enhance our targeting strategy for our client and amplify our media results. The audience-first nature of the platform has enabled seamless integration across Programmatic and Social, allowing for cohesive retargeting and improved performance on both channels. Being able to target with precision and guide audiences through each step of the journey has proven invaluable for driving client success.”

Kacie McFadden

Senior Manager, Digital - MN&Co

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