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Playing to win

Bango messaging shows purchase behaviour pays

A new type of targeting

Adtech company Bango had a revolutionary new product allowing advertisers to target any customers based on their previous shopping behaviours around the web.

Through Wildfire’s messaging process, Bango created a new name, category, and messaging platform for its tool — Purchase Behaviour Targeting (PBT). Next up we needed to take that narrative out to the market.

Hitting the mark

Building out this concept in a series of workshops, Wildfire developed a communications strategy to take ownership of PBT. Putting the power of purchase behaviour at the heart of a year-long campaign, Wildfire introduced this new term to industry analysts, martech influencers, and the press. From The Times to The Drum, PBT is now a well recognised and reported form of ad targeting — with Bango at its heart.

Wildfire created a visual story that cut through the marketing BS.

The results...


analyst briefings


pieces of coverage


in purchase targeting