Showcase: Reiss blogging experiment tests native content

Between March and September 2015, Fashion retailer Reiss tasked Threepipe with driving consumers to Reiss blog content.

The aim was to evaluate the success of native content placement against display media advertising. 

The agency worked with native content discovery platform Outbrain, to amplify existing Reiss blog content across relevant publisher sites on desktop, mobile and tablet devices.

Approximately 80 pieces of Reiss blog content were placed contextually over a seven-month campaign period with publishers to target consumers in the Reiss customer profile. The blog consisted of videos, images and look book collections.

Consumers were driven back to the Reiss blog from the publisher sites. Those consumers who then chose to leave the Reiss website were digitally retargeted with display advertising and encouraged to purchase. 

Over the seven months, the content delivered 66 million impressions across the Outbrain publishing network and delivered 87,000 click-throughs to the Reiss blog page.

Consumers that had interacted with the blog before purchasing spent on average 36 per cent more than those who had just responded to display media advertising.

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