Summary
Conventional wisdom suggests laptops are bought during ‘back-to-school’ or other seasonal sales peaks, but this campaign challenged that norm with an ‘always-on’ approach.
By transforming Google’s digital-only retail media strategy for Chromebooks into an omnichannel year-round campaign—intensifying during key moments—we drove consistent sales growth.
Not only did this strategy boost sales, but significantly reduced cost per acquisition (CPA) and we became the first retail partner to collaborate with Google on Chromebooks in New Zealand, providing essential data & insights driving their Media Mix Model program.
This campaign taught us all that some things just work better when they’re always on – like your Wi-Fi, your coffee machine, and in this case, your retail media strategy.
Always on, always growing
Digital campaigns are great, but since Chromebook’s customers are not solely online, it made sense for their marketing to not be either. To target the right people at the right time, and at the right place, we utilized our first-party data pool to create three bespoke audiences:
- High intent shoppers: Individuals ready to purchase a Chromebook.
- Browsing shoppers: Consumers with immediate computing needs exploring options for the best deal or product.
- Opportunistic shoppers: Potential buyers whose decisions can be influenced through effective engagement.
Armed with these first–party data sets we crafted a campaign that showed up exactly where these shoppers were. From sponsored products to social media, in-store screens to strategic eDMs, our campaign was impossible to miss – if you were in the market for a new device.
The results speak for themselves: the MMM predicted a 27% increase in quarterly sales driven by marketing activity from Q2 ’22 to Q2 ’24. Our on-site elements and email marketing consistently hit their targets, capitalising on Noel Leeming’s 56% share of voice in the tech market. Securing prime online retail ad placements during peak trading times was crucial — after all, you can’t make an entrance if someone’s blocking the doorway.
What started as a digital campaign evolved into an omni-channel strategy. By switching to an ‘always on’ strategy, Chromebook has established a strong and effective presence within the category and with consumers.
By leveraging robust data and proven results, they drive more consistent sales momentum throughout the year.
Shifting from a primarily digital marketing strategy to a holistic omnichannel approach has been a game-changer for Chromebook in Australia and New Zealand.
This first-of-its-kind Media Mix Model partnership with a Chromebook retail partner in New Zealand allowed us to bridge the gap between marketing activity and sales performance. Over the past two years, our MMM reports a 27% increase in attributable Chromebook sales, demonstrating the effectiveness of meeting our customers wherever they are – online or in-store – with a unified brand experience.
– Jordan McMullen,
Product Marketing Manager – Chromebook, AUNZ
