OVERVIEW
Symantec’s winter promotion of a 50% discount on its Norton anti-virus product targeting various demo and lifestyle selects, including age, gender, marital status, presence of children and home office businesses owners.
OBJECTIVES
– Tap into DigDev Directs 250+ consumer selects for an email campaign, to test target-specific ads and compare response rates of recipients in the various target audiences
– Drive cost efficient sales of Norton Internet Security and Norton360
– Achieve a cost per sale of $50 or less
TARGET
Gender-specific ages groups (males 24-40 and 40+)
Presence of children
Computer owners
Single people
Home office business owners (ages 24-40 and 40+)
RESULTS
DigDev Direct deployed approximately 13MM emails, with tracking broken down by seven different creative/target groups. The report revealed overwhelming parity in response rates, with industry topping open and click rates ranging from 10.08 to 10.14% and 1.01 to 1.05% across the 6 target audiences. The ads were seen by more than 1.3 million people, resulting in close to 150K new website visits. The client was so pleased with both the front end account management and the backend results that DigDev Direct was chosen as a top vendor and was able to secure a second deployment in March 2013
