Success Story

CREE LED Lighting

CREE LED Lighting Case Study

“Rocket Fuel’s Private Marketplace capability turned out to be a great investment for us. We wanted to improve our display advertising results by driving qualified traffic from pre-identified premium publishers’ sites. Because Rocket Fuel gave us that capability, we were able to efficiently drive users to our client’s site and help contribute to the lowest bounce rate onsite in over six months.”

David Dykes
Media Director Baldwin

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Goal

Reach a very focused audience on premium publishers' sites

Challenge

Build brand awareness, drive sales, no pixels placed on homedepot.com

Product Used

Rocket Fuel Private Marketplace (PMP)

Advertiser

Cree is a market-leading innovator of lighting-class LEDs, LED lighting, and semiconductor solutions for wireless and power applications. Cree is making energy-wasting traditional lighting technologies obsolete through the use of energy-efficient, environmentally friendly LED lighting. Cree first brought the blue LED to market in 1989, and has continually exceeded industry standards for brightness and efficiency ever since. In 2013, Cree began offering LED light bulbs for the consumer market. Since that initial release, Cree has worked to drive the adoption of LED lighting by expanding its product line of LED light bulbs, which it markets through http://creebulb.com.

Goal

  • Drive sales
  • Build brand awareness
  • Drive quality traffic by leveraging existing audience learnings across premium publisher inventory

Challenge

  • Attracting the unique demographic that is most drawn to Cree products.

Results

  • Cree was able to reliably reach quality traffic across premium publishers and realize superior performance with Rocket Fuel’s Private Marketplace capability.
  • Cree saw a 42.86% improvement in efficiency when analyzing conversion rate in getting Cree consumers to the Buy Now page.

Product Used

  • Cree is using Rocket Fuel’s Private Marketplace (PMP) to access the customized, invitation-only private marketplace (PMP) where premium publishers make their inventory and audiences available to a select group of buyers. Unlike a direct buy, which can be labor intensive, buyers in a PMP use programmatic media buying controls to purchase from publishers.

Why Rocket Fuel?

  • Rocket Fuel enables agencies and advertisers to programmatically reach their audiences across quality premium publisher inventory, while leveraging Rocket Fuel’s AI-driven technology to improve performance.
  • Prior performance.

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Cree? They tend to:

  • Skew middle age (35-49), though this is a product that appeals to a wide demographic audience, as most everyone uses light bulbs.
  • Be family oriented, usually having with young children in the household.
  • Participate in activities focusing on in-home social events (BBQs, dinner and birthday parties, holiday celebrations).
  • Visit blogs more often than general content.