This case study shows how Beeby Clark+Meyler helped Kindercare make their display advertising campaign more effective using personally relevant messaging combined with site behavior retargeting data. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal smeyler@beebyclarkmeyler.com, 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm

1. Kindercare!

2. BeebyClarkMeyler.com | @GoBCM!
• Simply put, Kindercare needed a
way to make their display ad
impressions more effective "
"
• With thousands of locations and
many different program options, it
was difficult for one piece of
creative to speak effectively to the
wide array of user needs"
"
• The retargeting display campaign
had to also hit specific cost-per-
inquiry targets"

3. BeebyClarkMeyler.com | @GoBCM!
Cookie Data" Featured in Ad"
Personally relevant display ads"
• Concept: Ultra-relevant messaging
NO DATA
combining site behavioral insights
(retargeting), and a media-buying
strategy based on granular data "
LOCATION DATA
• Clever and relevant creative containing
geo-specific service offerings, and site
behavioral information was dynamically
informed, created, and served on the fly"
PROGRAM DATA
• A control-exposed study was conducted
to identify true lift – an attribution
percentage that helped inform and PROGRAM &
optimize the media-buying portion of the LOCATION DATA
campaign"

4. BeebyClarkMeyler.com | @GoBCM!
• Campaign generated over 1,700
inquiries at 1/6th the target cost"
"
• Dynamic ads delivered a lift of
50% in CTRs and nearly 30%
in conversion rate"
"
• Exposed group had 116% lift in
conversion rate over the control group –
54% of overall conversions could be
attributed to the retargeting campaign"

5. BeebyClarkMeyler.com | @GoBCM!
Beeby Clark+Meyler is an award-winning interactive agency focused on
innovation in media. By this we mean the creation of new and more effective
marketing based on the consumer’s evolving interaction with, and
consumption of, media. "
We design highly productive marketing programs that leverage today’s most
engaging digital media technologies to enable more brand engagement,
awareness and sales. "
For more information, please contact Stuart Meyler, Principal"
smeyler@beebyclarkmeyler.com, 203.653.7950"
!
Visit: BeebyClarkMeyler.com!
Follow: @gobcm"