Success Story

Toshiba

Toshiba Case Study

“Rocket Fuel is a key partner in driving online sales and increasing brand awareness for Toshiba. Rocket Fuel’s cross-device optimization offering optimizes for the right media mix to drive higher conversion rates at an optimal eCPA; in a recent campaign, consumers who received the optimal media mix were 32% more likely to convert than display-only ad recipients. It also enables the ability to dynamically reach our target customers at the right time, on the right device, with the right messages, at the moment of influence and at the closest point to the moment of purchase. This is immensely valuable and a key strategy of our digital media campaigns. We’re not only receiving best-in-class campaign performance, but also superior service from our dedicated Rocket Fuel team.”

Vic Faria
Supervisor, Toshiba Initiative

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Goal

Drive site visits, build awareness of Toshiba tablets

Challenge

Determining the right channel mix, dealing with fierce competition and holiday ad budgets

Product Used

Rocket Fuel for Direct Response with Rocket Fuel Cross Device, Channels: Mobile, Tablet, Laptop, Desktop

Advertiser

Toshiba is a Japanese multinational corporation headquartered in Tokyo, Japan. Founded in 1938, its diversified products and services include information technology and communications equipment and systems, electronic components and materials, power systems, industrial and social infrastructure systems, consumer electronics, household appliances, medical equipment, office equipment, lighting, and logistics.Toshiba makes laptop and tablets for real-world use by real-world people. It is unafraid to question the norm with a restless pursuit to being better and doing better. These brand pillars deliver under its “Real-World Approved” messaging.

Goal

The client wanted to drive efficient “cost-per-site-lander” to the Laptop/Tablet section of Toshiba.com. They also wanted to increase brand awareness and promote purchase consideration. They decided to do this by delivering a message to in-market consumers at the closest point to their moment of purchase. Rocket Fuel showed them how they could accomplish this by optimizing their cross-device channel mix.

Challenge

The online marketplace is very competitive, with companies like Apple, Dell, Lenovo, and others all vying for consumers’ attention (and wallets). This campaign also took place during the holiday shopping season, so Toshiba was competing against its competitors big ad budgets. In addition, there is low brand awareness for Toshiba’s laptop product, so that was a major challenge as well.

Strategy

Rocket Fuel utilized cross-device optimization leveraging display media on desktops, smartphones, and tablets. During the campaign, Rocket Fuel Cross Device found the optimal media mix to drive the most efficient cost-per-site-visit for Toshiba and generate the greatest brand awareness.

Results

  • Consumers who received this media mix were 32% more likely to convert than those who received display only
  • 36,687 site visits
  • This media mix drove cost per site lander (eCPA) that was 16.5% better than goal

ToshibaPerformance

Media Mix

  • Rocket Fuel’s optimization technology found the most efficient media mix to be 60% desktop, 40% mobile

ToshibaPercentages

 

Product Used

  • Rocket Fuel for Direct Response with Rocket Fuel Cross Device
    • Channels: Tablet, Mobile, Laptop, Desktop

Why Rocket Fuel?

  • Previous performance and superior customer service
  • Ability to offer multiple product channels in one package
  • Early-to-market opportunity

Big Data Audience Discoveries

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

  • Adults
    • Primary: ages 18-49 YO
    • Secondary: ages 18-34 YO
  • Skews male
  • Higher HHI ($100K-plus)

Toshiba focuses on what it calls “Early Majority” consumers: People who purchase electronic devices (laptops/tablets) three to twelve months after the technology is introduced to the marketplace. They love to buy new gadgets, but wait for innovations to develop into a competitive category before making a purchase. While they appreciate technology and innovation, they’re careful to seek out information about an item before they buy it. Brand comparisons are an essential stage before buying, to ensure they buy and item that is not only cool, but high quality.

Popular Content Categories

  • PC Support
  • Laptops and Notebooks
  • Computer Hardware