behavioural targeting increases revenue

at a glance

Among other things, Epson sells printers and associated accessories. When an ink cartridge runs out, many consumers are tempted to use (often cheaper) non-genuine ink that can result in lower performance and costly damage to the machines themselves. Within an extremely cluttered and competitive market, our objective was to convince Epson printer owners, across nine European countries, to buy genuine replacement ink cartridges from Epson.

Epson Retail Europe

One of the challenges facing us was that consumers, quite naturally, tend not to consider purchasing replacement cartridges until the last minute. That’s when they become bombarded with non-genuine resellers, seeking to cash in on the demand. New behavioural technology enabled us to understand when the very first initial ink alert was triggered, allowing us to take first mover advantage and promote the benefits of using genuine Eposon ink a) when audiences were at their most receptive and b) before the competitive clutter kicked in.

Our campaign maximised visibility within paid search, shopping comparison sites and affiliates. Behavioural activity was triggered when people started looking for ink and we were able to retarget them next time their ink was due to run out. Display ads also ran on carefully selected shopping sites; promoting the benefits of using genuine ink from Epson. Finally, we centralised tracking in order to accurately attribute sales to the correct channels.

The results were astonishing. Epson revenues increased by 86%, equating to €9 revenue for every €1 spent.

New Media Age Finalist

agenda21’s approach to integrating digital marketing campaigns means that Epson is able to see the performance of multiple channels in a single view; being confident in the appropriate levels of attribution, and giving us an understanding of positive influences of activities on each other.


James Raffo Epson Europe