Steve Madden Utilizes Deep Learning Video Campaign to Extend New User Reach

Designer footwear beats industry benchmarks with online and offline video ads

Client

Industry

Fashion

25%

lower CPCV than the local benchmark

100%

of top publishers

Over

70%

viewability

Introduction

About the client

Founded in New York in 1990, Steve Madden started out with 500 pairs of shoes made to his own design and has since gone on to become a leading global fashion brand with a strong online and offline presence. Over the years, they have developed into one of the most iconic brands in footwear.

Thanks to the brand's innate understanding of trends, which has resulted in millions of customers worldwide, Steve Madden has revolutionized the shoe industry by merging years of experience with unique and creative designs.

After running previous successful campaigns with RTB House, Steve Madden reached out again to expand its reach of relevant new users with their pre-holiday message.

What they say about us

“We’ve worked on previous successful campaigns with RTB House and knew we could approach them again to take care of our pre-holiday message campaign. Once again, they came through with impressive results that delivered on every point. It’s great to have such cooperation with a trusted provider that understands the industry and who we can collaborate with for specific media campaigns at Steve Madden.”

Maayan Shlomov

Digital & Ecommerce Manager, Steve Madden

DESCRIPTION

The challenge

With the busy holiday season approaching, Steve Madden was looking to expand its reach among relevant new users through a video campaign that would deliver a pre-holiday message.

In a crowded media where Cost Per 1000 Impressions (CPM) is on the rise, Steve Madden wanted to stand out by launching a big online and offline video campaign, ensuring that its media budget was utilized to its fullest potential.

story

The solution

With Publicis Groupe, Steve Madden’s media agency, deciding on the media mix, our Deep Learning solution was able to reach the most engaged and quality users and, therefore, commit to a fixed Cost Per Completed View (CPCV). Steve Madden decided to launch a 15-second video campaign with RTB House that guaranteed quality complete views in premium placements. The digital creatives were a part of a TV campaign featuring influential model Reef Neeman as Steve Madden’s new presenter. The campaign was aimed at strengthening the brand image among young female audiences, and RTB House was able to implement tailored targeting for chosen interests and publishers.

Success

The result

Utilizing Deep Learning solutions and experience of the brand and industry as a whole, RTB House fulfilled 100% of the goals set by Steve Madden and Publicis Groupe, with over 70% average viewability and a best-in-class cost per completed view 25% lower than local benchmarks. Moreover, we were able to successfully reach younger female audiences with ads displayed on top premium publishers such as Mako, Ynet, Walla, Maariv, and Sport5, while lowering CPCV without sacrificing the quality of hosts/publishers.