Case Study: Mango

Services: Programmatic

Spanish fast-fashion retailer Mango is known for design and innovation, and were an early adopter of online shopping and boast a global presence, including multiple stores in Qatar and Kuwait.

Challenges

During the FIFA World Cup 2022 in Qatar, Mango aimed to attract attention in the Gulf region for its men’s line, Mango Man, and its ambassador, Antoine Griezmann.

Objectives

Create awareness around Mango Man in the Gulf region with a comprehensive digital campaign.
Capitalize on Griezmann’s participation in the tournament to capture attention.

The Approach

1. Plan Ideal Ad Inventory

Targeting Mango Man’s ideal audience of young men, relevant ad inventory were identified and discussed with the client for optimal campaign placement.

2. Negotiate Deals

The World Cup season pushed CPMs for ad inventory on target websites much higher. This required extensive negotiations to secure ad placements within budget.