The AMMA Awards have been celebrating the best campaigns, most striking concepts and greatest talents for over 20 years. At the AMMA Awards 2020 PHD Belgium picked up two Golds and a Bronze.
PHD’s work with Telenet bagged two Golds for two separate campaigns. The first was in the Best Use of Data & Performance Marketing category for Telenet: ‘Not just another Algorithm’. After much discussion with Google, they allowed PHD to participate in a closed beta test (the first in Belgium) to create their own bespoke algorithm to optimise programmatic campaigns within DV360.
By combining the user’s behaviour toward Telenet ads, sales on the website and the current campaign, PHD Belgium could find the people who were in-market for a subscription. The algorithm was tested via an A/B test (minimise CPC vs. Custom algorithm) in DV360 and achieved a +130% landing page arrival rate, and a post-click conversion rate uplift of +57%.
PHD’s second Gold was in the Best Use of Native & Content category for Telenet: ‘YUGO, Rebirth of Freestyler’. Telenet launched a smartphone app, YUGO, bringing in all topnotch entertainment and online culture together with an unlimited data subscription. A product built for the digital-savvy smartphone generation.
The launch of YUGO was truly unique in terms of consumer funnel approach, touchpoint strategy and creative artwork by putting all marketing efforts on a 5” video.
The video hit over 8m views in less than two weeks, 46% of the target audience had heard about YUGO within three weeks, and the campaign generated more than 800 articles worldwide with a PR-value of €910.000.
PHD Belgium rounded off the AMMAs with another win, a Bronze for their work with Mercedes-Benz on ‘Introducing a North Star Metric across all campaigns’ for Best Media Strategy. PHD defined ‘hard leads’ as the ‘North Star Metric’ (the one metric that matters and is key to drive long-term sustainable growth) throughout the year and along all individual product campaigns.
Despite a paid media budget cut of 38%, PHD’s data-driven and performance strategy drove Mercedes-Benz to #1 in the luxury segment for the first time in 17 years, and contributed to growth of market share and absolute sales in a stable market. This case was not about touchpoints, phasing, media consumption of audiences, reach and frequency…it was about working against one single KPI all year long.