Develop a targeting strategy for Master Lock’s first e-commerce product launch.
In 2015, Butler/Till was tapped to help Master Lock launch a new Bluetooth padlock. The padlock could be opened using a smartphone, eliminating the need to remember a combination or keep track of keys. Traditionally, Master Lock relied on its distribution channels and sales partners to support new product launches, but this time would be different. The new Bluetooth padlock would not be available in-store and could only be purchased on Master Lock’s e-commerce site—which meant they needed a whole new targeting strategy.
Mix specific and broad targeting strategies to reach key audiences.
Through research, Master Lock uncovered a key insight: nothing is more frustrating than not having access to your valuables due to a lost key or forgotten combination. For the campaign to make the biggest impact, Master Lock would need to reach people who had recently lost a key or forgotten the combination to their existing lock.
While this audience would be most receptive to a message about the Bluetooth lock, the universe size was very small. To achieve scale, Master Lock would also need to target a broader audience. We started by targeting a large audience and tracking the online behaviors and interests of those who had purchased the Bluetooth lock. Then, we used that data to target individuals with similar behaviors and interests.
Use custom digital targeting techniques to find individuals primed for purchase.
Butler/Till utilized several digital targeting techniques to create a digital media strategy that could meaningfully reach those most likely to purchase the Bluetooth lock.
Strategy 1: Reach people who have recently lost a key or forgotten a combo
- Placed pixels on the Master Lock “lost key/combo” page and re-targeted those site visitors
- Built a paid search campaign using keywords related to losing a key or combo
Strategy 2: Target a broad audience and optimize toward users who purchased the Bluetooth product
- Contextual and predictive targeting methods were layered to find the most receptive audience
- From this information, look-a-like audiences were created to focus budget on users with the highest propensity to purchase
- Display ads were served across desktop, tablet, and mobile devices
- A Cost Per Acquisition bidding model was used to focus budget on those most likely to engage with the Master Lock Bluetooth site
The campaign demonstrated enough consumer interest to get the product stocked by major retailers like Amazon, Lowes, and Home Depot.