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Purple Converts Customers By Guiding Shoppers in Conversational Display Ads

Purple dynamically recommends  the perfect mattress for customers in real-time chat based on their sleep style and personal preferences using Spectrm.

Marketing channel: Google AdLingo Ads

Language: English (US)

The conversation element of AdLingo helps us reach customers in a noisy, competitive environment. We are always looking for how we can rise above banner blindness and I think AdLingo has something really unique.

Rob Towne | Director of Performance Marketing
1.03M

one to one brand engagements

80%

of revenue from ad touchpoint closed in 7 days

4x

return on ad spend

COMPANY

Purple is an American comfort technology company. It specializes in the direct-to-consumer sale of mattresses, seat cushions, back cushions, pillows and more.

INDUSTRY

Mattresses

SOLUTIONS USED

AdLingo Ads

Chat with customers in conversational display units.

Dynamic product feeds

Personalize recommendations in real-time using declared data.

Conversation analytics

Optimize your customer journey with step-by-step funnel data.

Entrypoint manager

Split-test creative and targeting with different bot entrypoints.

The Challenge: Find More Efficient Ways to Prospect New Mattress Customers Online

In the highly competitive mattress markets, it is crucial for a D2C brand like Purple to develop new and more efficient ways to prospect new customers to buy a mattress.

How could Purple make it easier for customers to find the perfect mattress based on their sleep style and also highlight the unique benefits of Purple mattresses?

The Solution: Guide Shopping Experiences In Real-Time With a Conversational Display Ad

Purple offered new potential consumers to chat with their “Mattress Finder” built with Spectrm. They reached 90% of internet users across desktop, mobile web and mobile app using Google and first-party audiences.

In one single ad prospects could discover the mattress best adapted to their sleep preferences, learn more about the brand and easily buy the recommended product online.

The Results: 4x Return on Ad Spend and Over 1 Million One to One Brand Engagements

For a similar cost to regular display the first campaign resulted in ~2,500 conversations of 1m37s on average per person and influenced over $100,000 in revenue. Seeing conversion results, Purple has continued to spend on AdLingo Ads with Spectrm.

Purple was able to easily tweak and optimize the conversation flow as they scaled their campaigns. Updating copy, adding new assets and split-testing different entrypoints into their conversational experience.

Along with better targeting in Google DV360, these optimizations led to longer engaged conversation time of 1m50s on average per person. It nearly doubled their CTR to relevant product pages on site. Most important, it has resulted in an average of 4x return on ad spend (ROAS) as the campaigns continue to scale up.

Over 1 million one to one brand engagements have been generated so far and customers have sent more than 100k unique messages. This data is a key input for Purple to further optimize the conversational guided shopping chatbot.

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