In the latter half of 2020, Vuxen rebranded themselves toward a premium feel to their e-commerce. Combined with the launch of the new brand, Vuxen required a cost-efficient channel for sustainable ROAS, new customers and high reach. Programmatic advertising was chosen as the optimal solution.
With programmatic advertising, Vuxen maintained a sustainable ROAS and could grow their business. As a result, Vuxen signed an annual contract with Match2One and expanded to more markets.
Founded in 1997, Vuxen is one of the pioneers of the e-commerce sector. Today, the company is Sweden’s leading provider of intimacy products, following a philosophy that everyone has a right to pleasure and love. An important pillar in their work is to eradicate the stigma associated with their products.
Vuxen has today around 50 employees working toward a vision to be the leading online brand for intimate lifestyle products in the Nordic region.
Vuxen’s ambitious goals are limited by restrictions around the taboo attached to the products they sell and the industry they operate in. Common digital performance channels such as social media and Google Search are not an option in their marketing mix. Instead, the team at Vuxen decided to initiate banner display ads purchasing directly from publishers such as Aftonbladet.se.
After the summer of 2020, Vuxen revamped their brand with a new logo, website and general design. With a fresh brand and ambitious goals, they aimed at growing their business in the premium segment. They were fully prepared to increase sales and grow their customer base efficiently.
Shortly after launching the new brand, Vuxen decided to update their marketing strategy and get more out of their marketing budget.
Carl-Magnus Öhrstedt, CMO at Vuxen, wanted more effective digital campaigns by using platforms with access to premium advertising inventory and the ability to target specific segments.
“In December of 2020, we initiated our partnership with Match2One to maximise our marketing efforts. Using Match2One’s platform and services we had the opportunity to target specific target audiences, cost-efficient reach and the ability to target ROAS”, Carl-Magnus says.
Carl-Magnus requires insights on the campaign’s revenue, new customers and reach, with ROAS being the primary KPI.
“The first metric I look at is if we maintain a sustainable ROAS. We are happy with the ROAS results throughout our campaigns with Match2One. Our retargeting campaigns are at a steady x4.5 – x5.8, which means we are seeing around 500% return on our programmatic advertising cost.”
At second place in Carl-Magnus priority list is the cost per acquisition.
“I consider a campaign with low CPA and a high amount of new customers as a successful campaign – even if the ROAS isn’t particularly high.”
Carl-Magnus also sees value in impressions and reach.
“If a campaign may not be generating revenue or new customers, there could still be value in increasing brand awareness with a cost-efficient reach.”
“Considering the good ROAS results we are seeing and the number of impressions for our investment, I’m very satisfied with Match2One as a programmatic platform. It’s smart, good looking and intuitive. I can easily access all the information I need. With the transparent reporting tools in the platform I can easily follow ROAS and which websites and creatives are delivering the revenue or new customers”, says Carl-Magnus.
Carl-Magnus also considers customer service as a considerable benefit with Match2One.
“Since the day our relationship started the service has been completely outstanding. We have received invaluable support from both Dio and Michaela at Match2One. When we had technical issues with our tracking, Michaela, our customer success manager, supported our developers and partners with solving the issues. Above that, the strategic competence and continuous information we receive is a great benefit for me as a CMO.”
Although Match2One offers creative support for banner ads, Vuxen manages the creative process in-house. The creatives are sent to Match2One who then manages campaign strategy, planning, budget distribution and overall campaign optimisation.
“I almost see the Match2One team as part of my own marketing team. Together, we are a dream team creating great campaigns. We manage to keep a sustainable ROAS for Vuxen’s e-commerce and I’m always informed of any potential updates. I value transparency highly and that’s exactly what I get with Match2One, both from the platform and the customer success team. To put it simply, I get equally as much, or more, from Match2One as I’d get from a media agency – but with full control and without paying extensive agency fees.”
After a three month period with good results and effective collaboration, Carl-Magnus and his team wanted to build a long-term plan for Vuxen’s programmatic campaigns. As a result, Vuxen signed a yearly contract with Match2One.