Wella

How Wella exceeded core brand metrics with Intent Personas

236% Increase in Post Ad Consideration

Objective

Wella wanted to drive awareness of Clairol’s Nice’n Easy Pure Brunettes hair dye range.

Results

By activating Nano’s Intent Personas they achieved an increase in their chosen KPIs as well as key Brand Metrics, surpassing expectations and engaging the correct audience without using personal identifiers.

Main KPI:

0.15% ER & 3% 2nd Stage CTR

Performance:

0.24% ER & 8.43% 2nd Stage CTR

"Through activating Nano’s Demographic & Beauty Personas we successfully moved core brand metrics with the overall aim of driving awareness and were able to get cut through with our audience in a cluttered marketplace."
— Carmen Au, Programmatic Manager, Digitas