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MEDIAMARKT: PERFORMANCE MARKETING HEDGEHOG STRATEGY

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  • Year

    2019

  • Company

    MediaMarkt

  • Services

    Strategy, Google ads, YouTube, Meta

PROBLEM

If you have 30.000 unique products that you're selling, trying to find focus is going to become difficult. While company strategy was focused on a couple of categories to ensure MediaMarkt as the absolute market leader (the so called hedgehog principle), performance marketing was still disconnected from that strategy. So the challenge was: how do we keep advertising at the scale of 30k products, while being able to have specific control over the products in categories that MediaMarkt wanted to win?

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SOLUTION

Using our main product feed, a new column was introduced to the entire product feed. This new column would mark the priority of item belonging to that category. In turn, this product feed was connected to build segmented campaigns or distinct bid strategies for different ad platforms. A couple of technologies were leveraged in order

  • Custom bidding in DV360 for programmatic media buys
  • Automated segmented Google Shopping campaigns via Channable
  • Automated & segmented paid social campaigns via Smartly

 

With Smartly, DV360 and Google Ads connected to Channable it became easy it became very easy to scale segmented campaigns our distinct bid strategies focused on that across all channels.

Impact

Segmented campaigns for key categories were automatically created in nearly all channels MediaMarkt was active in.

Digital market shares in these key categories continued to grow significantly between 2019 and 2022.