DMC helps GNC to improve RoAS by 33%

GNC is a leading global specialty retailer of health and wellness products that takes pride to be the world's largest company of its kind. They offer wide range of scientifically backed nutritional products with varied health goals. GNC offers a comprehensive range of products to ensure all needs are met, on the inside as well as the outside.

DMC is a unified advertising and analytics platform. It helps marketers plan, optimize and measure their campaigns better using proprietary ad-tech products. It helps in optimizing campaigns across creatives, targets and budgets.

Challenge

Being the most trusted brand in fitness and wellbeing supplements does not come easy. RoAS optimization is our key KPI and DMC was leveraged to identify the most relevant interest-based audience group.

Approach

Strategy

DMC Campaign Manager captures the dynamic behavior of audiences and helps us understand various interest-based cohorts backed by advanced analytics. Artificial intelligence and machine learning being the backbone, facilitates deeper understanding of audience with maximized precision.

DMC Explore was used in identifying the target audience segment based on the core keywords such as "Protein", "Gym" and "Fitness". The suggested audience segments based on the core key words were further classified on the volume and efficiency index. Once the key words were sorted based on the two index values, the best ones were used to build a conversion campaign optimized for purchase event.

Execution

Campaign setup: We built our interest-based campaign based on the list of suggested target keywords with DMC Explore.

Optimization: DMC further provides propitious suggestion on most relevant target keywords for optimization. Performance can be amplified further by adding the suggested high value interest buckets and removing the low performing ones using campaign manager

“With Merkle Sokrati, we at GNC were excited to use Dentsu Marketing Cloud, an automation tool that serves as a unified advertising and analytics platform. It helped us to build an audience with the relevant cohorts through AI and machine learning. We are looking forward to exploring more such tools that aid in the growth of our digital campaigns.”