The goal of the campaign was to maximize the number of training completions at the target cost-per-acquisition (CPA). Since the topic of harassment in public spaces can affect anyone and everyone, the broadest possible target group was addressed. The brand used a variety of Outbrain ad experiences designed to achieve lower funnel performance KPIs, including Outbrain’s Clip ad format, which leverages short-form video assets to engage and spark user action for a decreased CPA.
Beyond the ad experiences that Outbrain offers, it also provides advanced solutions that optimize towards any goal. L’Oréal Paris was able to meet its CPA goal by enabling Target CPA mode of Conversion Bid Strategy (CBS), which worked to keep the campaign profitable by maximizing conversion value at the defined CPA target.