Digital

Our industry-leading digital talent ensures that all digital plans exceed expectations and are activated efficiently and effectively.

We use all standard optimisation digital tools and technology in addition to constantly investing in market leading proprietary tools.

Our best in class performance marketing and ecommerce practices boost conversions by providing outstanding investment strategies.

Local Planet – MS
Local Planet Digital – LuisaViaRoma

Local Planet Digital - LuisaViaRoma

Increasing revenue by 106% with an AI model that predicts high-value customers for the brand

LuisaViaRoma is one of the leading online luxury fashion retailers in the world. It offers a curated selection of clothing and accessories for men, women, and children, as well as beauty and home items, featuring collections from over 500 esteemed international luxury brands.

The wanted to optimize their customer acquisition campaigns’ conversion rate, which was low compared to product views or even purchases added to cart.

The challenge was that the volume of conversions were insufficient for Google’s algorithms to establish an optimal pattern for optimization. Therefore, we worked with Google directly in order to build a new model.

Together with Google, we incorporated new signals, product view and add to cart, to make predictions about purchase intent at those stages. We used historical data provided by LuisaViaRoma to train the model and data tracking on the website to enable it to make predictions. This way, whenever a user visited the website and performed any of these actions, a score was sent to Google in real-time. Thanks to this approach, available data volumes increased significantly, optimizing sales.

With an A/B test with equal investment (control: tROAS using purchase data / test: tROAS using not just purchase data, but also propensity-to-purchase data), we measured the incremental impact of including this predictive model into the custom bidding of DV360 campaigns:​
Sales: +36%​
Revenue: +106%: contributing to LuisaViaRoma’s +27% revenue growth BO for 2023, while also increasing brand consideration​
ROAS: +100%​
CPA: -25%

Local Planet – MS
Local Planet Digital – Erborian

Local Planet Digital - Erborian

Improving the profitability of a young, up and coming brand

Erborian is a French-Korean, premium skincare brand, part of the L’Occitane Group that combines traditional Korean medicinal science and high technology. Established in over 15 countries, most of their products are sold online.

Using Google, Bing and Meta as digital customer acquisition channels, their main challenge was to increase their profitability across all markets, whilst showing sustainable growth in three: France, UK and US.

We made some immediate changes. Firstly, we simplified their accounts, restructuring them to be more reflective of their objectives. The structure was time-based, not goal-based, so their learning phase restarted every month. We also designed it to be sustainable in order to absorb future variations in volume.

We launched key performance-orientated formats driven by ROAS: Dynamic Product Ads and Dynamic Remarketing in Catalogue Sales campaigns on Meta and Performance Max campaigns on Google.​

Finally, we exploited all targeting possible on Meta, in particular, the Lookalike targeting, which remained very marginal on Erborian’s account.

Our optimization on Google and Meta accounts increased the overall ROAS by 12% and generated 48% more revenue than the previous year in a 6-month period.

Local Planet USA
Little Caesars #UnlockPretzelCrust

Little Caesars #UnlockPretzelCrust

Little Caesars has a passionate fan base eagerly awaiting the return of the Pretzel Crust Pizza.

Our challenge was to tap into their enthusiasm and create a buzz around the comeback of this cheesy, pretzel-y delight.

In collaboration with partner agencies, we crafted an innovative teaser campaign aimed at building maximum awareness and anticipation ahead of the pizza’s return.

We encouraged the brand’s most loyal customers and advocates to participate in the #UnlockPretzelCrust challenge.

Codes were hidden both online and in real-world locations, with prizes ranging from Pretzel Crust-themed pillows to a custom-designed Vespa. However, there was a twist: once the prize linked to each code was claimed, that code would be permanently locked.

Fans were relentless in their hunt for the codes, creating excitement and buzz throughout the campaign. Once the product launched, we put it back in the hands of prominent TikTok and Twitch creators and let them run wild with awesome Pretzel Crust swag and, of course, some of the tastiest Pretzel Crust Pizza out there!

Codes were redeemed incredibly quickly – most within 24 hours of posting and many within minutes. Buzz was massive as organic creator views over-delivered by over 50%, and the sentiment was overwhelmingly positive.

- 700% increase in brand social conversation
- 72MM social impressions
- Top performing product in 2021

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Frequently Asked Questions

Local Planet is a global media agency network formed by leading independent, privately owned media agencies from across the globe.

Local Planet is present in 137 markets and manages more than $16 bn investment for our clients.

Local Planet is the largest privately owned media agency network. The network is wholly owned by its agencies and management via a joint shareholding model, so we do things differently from the traditional holding companies.

We want to right the wrongs of international media. We want to better serve certain international advertisers whose needs are not well met by Holding Companies as they aren’t the largest advertiser in their category nor a top ten client.

We have 50 senior and experienced international members in our Global team, consisting of Global Leaders for: Client Management, Digital, Data, Trading, Strategy, Innovation and Growth.
We have regional Leaders in: EMEA, NA, LATAM and APAC, and Network Directors in 35 key markets.