Cashrewards reaches 7x more valuable consumers using Kokai

BUSINESS OBJECTIVE 

Leveraging first-party data to help drive new memberships 

Cashrewards is an Australian cash-back platform that enables members to earn money back on purchases when shopping through the Cashrewards website or app. The platform has more than 2,000 partner retailers, including Apple, Amazon, Myer, Liquorland, Adidas, Bonds, Target, Book​ing​.com, and The Iconic. 

However, in Australia’s highly competitive cash-back market, Cashrewards wanted an efficient way to drive new memberships. With more than 2 million members already on its roster, the company leveraged its valuable first-party data along with media agency Zenith’s Imagine Consumer Panel audience data to more effectively reach its target audience. 

The company worked with Zenith to develop a strategy that would demonstrate the value of using a data-driven approach for cost-efficient user acquisition. 

SOLUTION

Activating a data-driven omnichannel strategy

Cashrewards’ strategy involved running an omnichannel campaign on Kokai, our latest platform upgrade, drawing on a selection of premium broadcast video on demand (BVOD), audio, and display inventory.

The company used various targeting strategies to reach the right audience. These included first-party data targeting and leveraging Imagine Consumer Panel data to identify users of cash-back programs and those who were not already Cashrewards customers. It also used third-party data segments to target users interested in cash-back products. 

Additionally, Cashrewards created a seed, a representation of the company’s most valuable customers. It used this to create lookalike audiences that most matched its ideal customer profile. 

RESULTS

Enhancing quality reach and performance with AI 

Cashrewards measured the relevance of its targeting strategies by assessing how closely it aligned with its seed. Using our Quality Reach Index (QRI), the company found that its lookalike strategy saw a 27% more relevant audience match than its baseline audience. Our proprietary measurement solution on Kokai also showed that the campaign delivered a 73% lower cost per acquisition (CPA) and demonstrated a 99% correlation between QRI scores and CPA, indicating that the higher the QRI score, the lower the CPA. 

The company also proved the value of using Zenith’s Imagine Consumer Panel data and site pixel audiences in driving users’ actions across its website and app. Overall, the campaign reached 7x more of its target audience than its goal. 

The campaign highlights the value of leveraging first- and third-party data to help reach the most relevant audience while maintaining performance. 

Learn how activating your first-party data on Kokai can help you scale with cost-efficiency. Contact us below or reach out to your account manager at The Trade Desk today.