Russell Cellular
Paid media campaigns drive online sales for this big six Verizon retailer
The ask
Russell Cellular, one of Verizon’s top retailers with over 600 stores, engaged LimeLight Marketing to lead their paid media strategy and campaigns in partnership with their OEM’s Samsung and Google. The collaboration expanded to include a website redesign and omni-channel marketing programs.
Paid media
Campaign creative
Analytics & reporting
Results that ring true
50%
reduction in ad spend per device sold
8,000
leads generated
400m
impressions
Maximizing OEM co-op budgets
Samsung and Google provide co-op budgets to top retailers in support of product launches and seasonal campaigns. Our challenge was to maximize ROAS for Russell Cellular by creating engaging creative and paid media campaigns to acquire new and retain existing customers.
Omni-channel strategy
LimeLight developed the media plan, selecting channel and budget allocation. Each campaign included SEM, display ads, programmatic ads, paid social, retargeting, organic social, and email driving to landing pages.
Targeted audience segmentation
We segmented Russell Cellular’s customer base using data-driven insights to deliver personalized creative based on demographic and behavioral data. This ensured that the right message with the right creative hit the right audience.
Creative development
Every quarterly campaign called for new campaign concepts. To capture the attention of the target audience, we designed compelling ad creative aligned with Verizon’s brand guidelines and messaging, highlighting new product launches and seasonal offers.
Ringing in the rewards
The results were a clear signal of success. Within the first two quarters, Russell Cellular realized a 50% reduction in ad spend per device sold as compared to their previous agency’s results. Sales were up and ROAS exceeded target.
