OTTO turns heads with targeted Hotmail ads

Targeted ads within Windows Live Hotmail helped the multi-channel retailer OTTO to reposition itself as a fashion brand in the Netherlands with the launch of a new swimwear range. Commercial email targeting ensured that OTTO’s skyscraper ads were displayed to Hotmail users whenever retail-related emails appeared in their inbox. The targeted Hotmail ads delivered head-turning results, posting a click-through rate of 8%.

Campaign objectives:

• Launch OTTO’s new swimwear range
• Position OTTO as a fashion brand
• Drive traffic to the OTTO site
• Increase sales

Creative solution:

Commercial email targeting displayed OTTO’s 160x600 skyscraper ads within users’ Hotmail inboxes whenever those users received a retail-related email. This ensured high-impact exposure for the swimwear range amongst an engaged group of consumers who had opted to receive retail emails.

Key results:

• The targeted Hotmail ads delivered a hugely impressive click-through rate of 8%.

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