McDonald's case study

McDonald’s is one of the world’s largest restaurant chains, with over 38,000 branches worldwide. During the pandemic, McDonald’s created a new advertising strategy focused on three key pillars: the promotion of the McDonald’s app, its menus and offers, and food delivery service.

McDonald’s, together with media agency OMD Italy, partnered with Ogury to realize this mobile advertising strategy – reaching and engaging its ideal customer base for each campaign, in a brand-safe and data-safe environment.

Challenge

McDonald’s wanted to use its mobile advertising strategy to stay top of mind and relevant to its customers, reassuring them that, despite the circumstances, Italian restaurants were open and safety measures were in place to protect their employees. Therefore, McDonald’s needed a campaign to promote its app, its menu, offers and delivery services (McDrive and McDelivery). McDonald’s chose Ogury as a tech partner to run a series of CPC campaigns during the first quarter of the year to generate qualified traffic and high levels of app engagement. 

Solution

McDonald’s and OMD chose Ogury to deliver nine campaigns from January to March 2021. Using Ogury Advertising Engine, fueled by unique and safe mobile user data, McDonald’s was able to identify and reach its ideal audience for each campaign. Ogury built a precise targeting matrix according to each campaign’s goal (driving awareness or consideration). The algorithm optimizes every campaign, automatically learning and understanding who the most interested users are with a look-a-like strategy. 

Results

Ogury delivered relevant ads in a brand-safe and fraud-free environment and achieved outstanding results. With a strong understanding of the brand’s ideal audience and a user-focused approach, the campaigns achieved an average of 10.2% CTR, 41% over the benchmark. It also recorded an overall average viewability of 91%, 99% in brand safety and 0.1% invalid traffic. 

We often select Ogury for its ability to pinpoint the required audience with precision, according to each campaign and the strategy of the moment. Thanks to Ogury Advertising Engine, we are impacting the right audience by improving the user’s advertising experience and far exceeding the set objectives. 

McDonald’s Italy

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Pierre Fabre case study image

Pierre Fabre, a leading pharmaceutical brand in France, required a mobile-first campaign to promote its cough syrup during the cold season. It was looking for a data safe solution that would enable it to understand and reach its precise audience. Pierre Fabre also sought to create a high-impact mobile ad unit that would direct qualified traffic to its product page. Learn more below.

Challenge

Pierre Fabre’s aimed to promote one of its best selling cough syrups, Naturactive, to gain consumer mindshare during the cold season. To maximize performance, Pierre Fabre sought to highlight two key strengths of its product: 1) it’s suitability for the whole family to attract parents with young children, and 2) the fact that its 100% natural, to reach organic-conscious consumers. 

Solution

Ogury Active Insights revealed the distinct characteristics of Pierre Fabre’s two main persona groups. This included demographics, user journeys across apps and websites and discriminant brands and interests. Ogury then activated its User Engagement Solution to deliver a recommendation format: a proprietary mobile ad that captures the audience’s interest by revealing a relevancy score at the top of the screen. 

Results

By partnering with Ogury, Pierre Fabre identified its ideal consumer groups, and reach them with an engaging mobile ad campaign that achieved outstanding results. Users who viewed the ad demonstrated elevated levels of interest and engagement, with 10% of targeted users viewing the landing page for more than one minute and contributing to a CTR of 8.1%. 

Ogury’s non-intrusive formats allow us to attract our ideal customers, while creating a premium and compelling brand experience. Thanks to their technology we can reach our target audience in a brand and data safe environment.

Olivia Tahar
Media Manager, Pierre Fabre

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Visa case study header

Visa is well-known for facilitating the electronic transfer of funds worldwide, most commonly via credit cards, debit cards and prepaid cards. But, to stand out in Italy – a market known to favor cash transactions – Visa needed to increase brand awareness and find an innovative way to promote the use of its cards, particularly for small transactions.

Challenge

A multinational financial services corporation, Visa is an established leader in facilitating card transactions globally. However, the company needed help to promote the use of cards in the Italian market. As such, Visa sought a technology company that could help identify and reach its ideal users across three specific audiences: reserved card purchasers, affluent card lovers and ambitious card payers.

Visa and Starcom Media were aware that mobile devices were key to reaching these specific audience groups, so they chose to partner with Ogury to deliver a mobile-specific campaign that would increase awareness of its brand and encourage the use of card transactions.

Solution

Through Ogury Active Insights, Visa was able to access reliable mobile user and behavior data to identify the three different audiences clusters it wanted to reach:

  • Reserved card purchasers – frequent card users for online and everyday shopping with an average income
  • Affluent card lovers – 65% male dominance, readily use credit cards, living in city centres and interested in the environment
  • Ambitious card payers – less than 30 years old, using credit cards for the first time

These were identified based on the affinities, likes and dislikes of the intended audience clusters across mobile apps used and sites visited.

Using Ogury User Engagement, a CPV campaign was created to deliver three different creativities to the determined audiences. Ogury then re-contacted the mobile users who watched the entire video, offering a full-screen CPC creative, enabling them to get more information about the advantages of having and using a Visa card.

Results

The approach enabled Visa to create dedicated, relevant messages for each of its intended audience groups and connect with them successfully.

The video campaign attained a VCR of 94.9% (21% higher than Ogury’s Italian CPV campaign benchmark); 93% viewability (24.7% higher than Visa’s benchmark); and a Viewable Video Completion Rate (V2CR) of 88% (23.9% higher than Ogury’s campaign benchmark).

The display retargeting campaign reached a CTR of 10.2% (41% higher that Ogury’s Italian CPC campaign benchmark); 92% viewabillity (23.9% higher than Visa’s benchmark), and an exceptional 83% ad recall rate.

For Visa, Ogury represents a strategic partner for digital advertising and mobile activation. Thanks to Ogury’s unique and reliable insights, we have been able to reach our ideal audiences and achieve the objective of the campaign, with creativity. Attracting users with precise and granular data is essential, as it allows us to engage Visa cardholders on mobile effectively.

Matteo Brignoli,
Senior Manager, Digital Marketing & Social Media, Visa

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Bose blog header

Bose, a market-leading premium audio equipment company, needed help discovering a new audience for the European launch of Sleepbuds. As a new product line for the company, Bose required a technology partner that could effectively uncover consumers who would most benefit from its sleep-enhancing solution while also respecting user privacy laws such as GDPR.

Bose worked with Ogury to identify and attract its ideal users and recorded breakthrough results with CPC and video mobile campaigns inspired by these insights.

Challenge

Sleepbuds are an in-ear solution designed to aid those who suffer from poor quality sleep by masking unwanted outside sounds with white noise and other soothing audio signals. Bose was entering unfamiliar territory by introducing a new product line and needed to effectively identify and attract consumers who would most benefit from its sleep-enhancing solution. Additionally, Bose had to ensure that any technology partner it worked with would be able to deliver mobile data-fueled campaigns in compliance with privacy legislation such as GDPR.

Solution

Through Ogury’s User Engagement solution, existing users were cross-referenced with the audiences of sleep-related apps, anti-snoring websites, and more to build a comprehensive user profile. Ogury revealed affinities for these sleep-related issues and that users were 2.5 times as likely to own travel apps compared to the average. Creative campaigns inspired by these insights were shown to users across Europe. Targeting was continuously refined using Ogury’s User Affinity Engine to ensure Bose’s ideal audience was identified and attracted.

Results

By studying the mobile user journeys of Sleepbuds’ ideal users, Ogury was able to deliver breakthrough campaign results across all territories. An average VTR of 1.73 times higher than industry standards was achieved in video campaigns, with over 1 million completed views. The CPC campaigns registered an average CTR of 7.81 times higher than industry standards, with an average re-engagement rate of 20.46% through Ogury’s unique bookmark feature.

Ogury’s User Engagement has enabled us to filter through the noise and uncover the passion points of our ideal users. The Ogury methodology has empowered us to identify those consumers who would most benefit from Sleepbuds, with the subsequent campaigns producing outstanding results.


Jorma Kremser
Global Media Manager, Bose Corporation

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