Audience Store A/B testing delivered competitive £0.01 CPCVs
Challenge
Klarna is a leading global payments and shopping service, providing consumers with a variety of ‘buy now and pay later’ finance services. Klarna tasked Audience Store with increasing awareness of Klarna as a brand to Millennials, their core target audience, using a range of Display and Video assets.
Solution
Audience Store used DiscoverAI – our proprietary audience intelligence tool – to build a complete understanding of Klarna’s customers. We used the insights gained from the data to inform our targeting strategies, supply curation and messaging. Furthermore, we created dynamic and impactful ads through our in-house creative studio and built a bespoke premium site list to ensure their ads were delivered in the best environments. Millennial audiences were targeted with shopping segments overlaid to increase the relevancy of the users reached. Creatives and messaging utilised matched the quirkiness of the brand and multiple versions were used that allowed us to A/B test and optimise towards the best performing.
Results
Our combined use of creative and data-driven strategies enabled us to successfully target and engage Millennials, ensuring all KPI’s were achieved by delivering a £0.01 CPCV and 0.18% CTR, far out performing industry benchmarks.
A/B
Creative Testing
£0.01
CPCV
0.18%
CTR