Marketing Specialist — Programmatic Activation
Backbone Consultancy · Remote
- Activated media plans in DV360 — translated client briefs into campaign structures including insertion orders, line items, geo and device targeting
- Built and applied audience segments combining custom intent lists and in-market audiences; managed frequency caps at campaign and line item level
- Monitored live campaign delivery using pacing sheets, flagged delivery issues early and documented optimisation decisions with supporting rationale
- Pulled performance reports from DV360 and wrote client-facing campaign reports covering delivery, viewability, CTR and audience behaviour
- Supported floodlight tag generation and GTM implementation for conversion tracking across campaign touchpoints
CLIENT CAMPAIGN · DV360 · DISPLAY + VIDEO
Brita Marella Jug Filter — Brand awareness launch, Bengaluru
Brief: Brita is a water filter — not a purifier. Its core USP is better-tasting water, not health or safety claims. Launching in Bengaluru targeting upper-middle-class households. Available on Amazon India. Objective: brand awareness and Amazon product page visits.
Why the USP matters for targeting: Because Brita is a filter, not a purifier, the audience is not worried about water safety — they already have clean water and want it to taste better. This shifted targeting away from health anxiety audiences (common mistake) and toward lifestyle, cooking, and premium home product audiences.
// Audience targeting strategy · DV360
L1
Premium home & kitchen
In-market: kitchen appliances + home décor affinity · geo: Bengaluru · adults 28–45 · HHI top 20%
L2
Cooking & food culture
Cooking affinity · contextual: food & recipe content · YouTube cooking channels · largest allocation
L3
Custom intent — water quality searches
"water filter jug India", "Brita India", "best tasting water at home", "Amazon kitchen filter" · highest purchase intent
L4
Amazon PDP remarketing
Floodlight pixel on Brita Amazon PDP · 14-day lookback window · display retargeting only · frequency 2/day max
// Optimisation strategy · weeks 1–8
Wk 1–2
Baseline & brand safety check. Reviewed placement reports, excluded irrelevant or low-quality domains. Confirmed floodlight firing correctly on Amazon PDP. No budget moves until data stabilised.
Wk 3–4
Audience performance review. Custom intent (L3) showed 2× higher CTR than in-market (L1) at similar CPM — shifted 10% of L1 budget to L3. Cooking contextual (L2) had strongest viewability; maintained allocation.
Wk 5–6
Creative rotation and frequency review. Identified frequency saturation on L1 (avg. 4.2 exposures vs 3/wk cap). Reduced L1 bid floor and introduced creative rotation to reduce audience fatigue.
Wk 7–8
Remarketing scale-up. Scaled L4 budget +15%, reduced lookback to 7 days to focus on highest-intent recent visitors. Final CPM on remarketing: ₹65 vs ₹92 prospecting average.
0.13%CTR · above 0.08% benchmark
68%Viewability · cooking contextual
−29%CPM lower · remarketing vs prospecting
Key insight delivered to client: Custom intent (L3) consistently outperformed in-market (L1) — CTR of 0.13% vs the 0.08% India display benchmark — because Brita is a new brand in India. Users searching "water filter jug" are discovering the category, not comparing known brands. Keyword-based custom intent captures active discovery intent better than broad in-market labels. Recommended making L3 the primary prospecting line for any future Brita India activity.
