{"id":407,"date":"2024-05-24T01:09:48","date_gmt":"2024-05-24T01:09:48","guid":{"rendered":"https:\/\/www.marsunited.com\/uk\/?p=407"},"modified":"2024-05-27T01:09:35","modified_gmt":"2024-05-27T01:09:35","slug":"crayola-campaign","status":"publish","type":"post","link":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/crayola-campaign\/","title":{"rendered":"Crayola Campaign"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Challenge&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjIxNDQ0MjAxNjIsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Across Europe, Crayola faces tough competition with each operating environment having a local market leader that has strong brand awareness, a legacy consumer relationship base, and more dynamic pricing strategies. <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Strategic Idea&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjU5ODY4NDQxMCwiZGF0YVR5cGUiOiJzY2VuZSJ9Cg==(\/figmeta)--&gt;\"><\/span>Reach relevant customers through high-performing, cross-category search terms following a data first approach 2:1 match on campaigns to drive results. Focus on driving incrementality and household penetration by reducing branded keyword spend across all markets.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Activation&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjE2NTY2NjEzMzAsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Complete restructure and rebuild of all Crayola campaigns across Amazon EU 5, implementing a new search strategy. Thorough frequent optimisation following a data first strategy and approach with focus on wider key success metrics outside of just ROAS.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;0px|0px|0px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Impact&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243; locked=&#8221;off&#8221;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjE2NTY2NjEzMzAsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Branded spend reduced from 50% to an average of<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;0px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; 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