Disrupting through programmatic advertising aimed for one-to-one communication at scale via engaging content. Programmatic advertising means serving the relevant ads to individuals (in the form of cookies) based on online behavior, e.g. interest, purchase intent, ad interaction, and site engagement. Dynamic Advertising Engine (DAE) was built proprietarily for Electrolux to track and score individual cookies’ online behavior and to power dynamic ad serving by the individual’s score. For instance, Mary viewed a video ad featuring OuYi fridge, followed by deep interactions on Electrolux website, e.g. reading product info, finding retail locations. Then, Mary is scored high on propensity to purchase. When Mary is online two days later to research OuYi fridge on a product review site, a promotional OuYi ad will be served to encourage Mary to download a coupon on Electrolux site. If Mary does nothing, when she goes online again, she will be re-targeted with deeper offer to accelerate purchase.

OuYi launch campaign over-delivered on impressions by 27% and clicks by 30%, resulting in 25% lower CPC. Of 5.1 million visitors to Electrolux website, 14% moved down the path to purchase and viewed product info. Programmatic advertising was the key driver, contributing 54% of impressions and 35% of clicks, as well as high conversion rate to e-commerce.

An online survey indicated that, among global and local brands, Electrolux saw the highest brand awareness during campaign. Also, among respondents, 77% indicated purchase intent in home appliances.

Media performance and survey results together showed that OuYi campaign was a great success.