CASE STUDY | Matchington Mansion

To help Matchington Mansion increase their ROAS and re-engage previous paying users, Remerge’s set up a retargeting strategy to target user segments based on days of inactivity and historical purchase amounts. After a testing period to ensure that CPR and ROAS met the client’s expectations, the campaign has been gradually expanded to maximize user reach. Two elements were critical parts of the campaign strategy.

The campaign was based on two key user factors: days of inactivity and historical LTV. Users were categorized into whales, dolphins and minnows. Whales with their strong history of payments were the primary target for re-engagement. Dolphins were potential high-value users, while minnows, with their relatively low re-engagement cost, were also targeted within budget constraints for broader recall.

When it comes to the creatives, user behaviour can vary due to a multitude of factors including personal preferences and timing. With the help of Remerge’s own in-house creative agency, Matchington Mansion tested a variety of ad-types such as videos, banners, native ads and rich media formats. These creatives were aligned with significant events such as product anniversaries or major holidays. Leveraging Remerge’s market-leading bidding capacities and its machine-learning powered buying engine, the top-performing campaign creatives were identified and matched with the target audience at scale. This allowed to convert high-value users at the best possible price points, maximizing campaign effectiveness.