Challenge
A major electronics brand launched its new tablet device through a co-promotion with a leading video streaming service. The promotion featured an original sci-fi series and offered customers a free three-month trial subscription with their tablet purchase. The manufacturer’s digital agency challenged Alliant to develop a custom audience for the promotion with a strong propensity for science fiction.
Solution
Alliant’s data science team mined social media data to identify consumers with a specific interest in sci-fi. Using Alliant’s deep transactional data resources, the team created a lookalike model that generated a large-scale audience with an intense inclination to purchase science-fiction entertainment.
Results
The Alliant propensity-driven audience greatly out-performed other sources in the critical area of mobile engagement — exceeding campaign benchmarks by 40%.
