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Who is WW? WW (formerly known as Weight Watchers) is a subscription service that provides health and wellbeing products and services to its customers. Subscribers benefit from a range of services, such as studio wellbeing coaching sessions, meetups, health scoring and access to the WW app. Goals WW was spending a large proportion of its advertising budget on paid search and social. They found that a large proportion of web traffic from paid advertising was coming from existing subscribers. Effectively, WW was paying for existing subscribers to come back to the site! This was happening despite WW suppressing people that had subscribed in the last 180 days. The reason for the inaccuracy was the reliance on cookie-based targeting. WW wanted to leverage its first-party customer data to improve the accuracy of the suppression campaigns, to avoid targeting existing subscribers. www.LiveRamp.uk 0203 966 4150 [email protected] Approach WW has historically worked with LiveRamp in the US, leading its UK agency - Blue449 - to recommend LiveRamp as the market leader in onboarding. LiveRamp devised a cost-effective solution to enable the automated upload of WW’s CRM data into LiveRamp and onto its chosen destinations - Facebook and Google Ads - via Blue449. This enabled WW to run smarter targeting and suppression campaigns across its customer base using enhanced CRM data, all in a privacy-safe way. The leveraging of first-party data was where the WW and LiveRamp partnership really came together to drive greater campaign targeting efficiency. LiveRamp was able to support this through automating the process of uploading offline CRM files, which meant WW no longer had to rely on ad hoc IT requests and manual uploads. The automation also helped to ensure freshness and relevance throughout the campaign. LiveRamp helps WW to get its digital advertising into shape through Data Onboarding Using customer data leads to better targeting and higher conversion rates. Case Study “ ” LiveRamp is not just a great product - the team has made everything so easy for us. Data is the only competitive advantage left in programmatic and LiveRamp allows us to compete in the wider Wellness field with other competitors. Darryl Hall - Digital Special Projects Manager, WW 30% higher conversion rate on Display campaigns 50% lower CPA for lapsed customers Results Improved targeting across digital advertising campaigns • CPA reduced by 60% (compared to using cookie-based audiences) • 2x number of signups Reduced CPA for lapsed customer campaign • CPA reduced by 50% Improved conversion rates across Display campaigns • 30% increase in conversion rate LiveRamp’s platform, in conjunction with WW’s CRM, is now the core audience platform for the business’s marketing initiatives. ✓ ✓ ✓
