Case Study
Ga.Ma Italy boosts brand awareness 53% in US with omnichannel campaign
“Thanks to the activation of the collaboration with Quantcast, through the marketing and media agency UBU, Ga.Ma Italy Professional embarked on a transformative journey to elevate brand presence in the new US market. Quantcast's planning encompassed an omnichannel approach spanning CTV, Web Video, Rich Media, and Display, all executed simultaneously to maximize impact. Thanks to a multi-channel strategy, we achieved remarkable results, including a 53% uplift in brand lift and high visit rate. This collaboration not only boosted Ga.Ma's brand presence but also set the stage for sustained growth in the dynamic US market.”
Ivan Luppi, CEO, Ga.Ma Italy Professional
Overall lift in familiarity
Site visit rate with exposure to performance + awareness campaigns
Since 1969, Ga.Ma Italy Professional has been a global leader in the technology and beauty sector for hair and beard care.
Industry
Retail
Brand
Ga.Ma Italy Professional
Product
BLL, CTV, Quantcast Advertising Platform
Challenge
Ga.Ma Italy Professional, a leading company in hair and beard care technology in more than 50 countries worldwide, were eager to expand into a new US market. To make a strong impact and elevate their brand presence, they sought a partner that could activate a full funnel campaign with an omnichannel approach to drive consideration and conversions.
Solution
Ga.Ma’s media agency, UBU, chose Quantcast for their AI and machine learning technology that enables precise targeting and real-time optimization with measurable results. With Quantcast’s unique first-party data, they were able to find people interested in beauty and haircare as well as their brand competitor. Quantcast launched an omnichannel campaign with CTV, web video, rich media, and display ads to engage consumers across the funnel. Using Brand Lift Live by Quantcast™ (BLL), Ga.Ma evaluated the success of their awareness campaign (CTV + video) to gain insights, which were applied mid-campaign to optimize results. To boost consideration, Ga.Ma used Quantcast’s creative services for in-banner video, and to drive performance, they used lookalike modeling and retargeting.
Results
With this strategic approach, Ga.Ma achieved its goals along the whole funnel. Thanks to the mid-campaign optimizations, they boosted brand awareness by 53%. Quantcast’s full funnel impact report found that users exposed to both awareness and performance campaigns had a site visit rate that was 1.5% higher than users who were exposed to the performance campaign only.
