Corning slashes cost per acquisition by 55%
The Challenge
As a pioneer in materials science for over 170 years, Corning Incorporated has consistently revolutionized industries with its groundbreaking innovations and iconic products.
Looking ahead to 2025, Corning Optical Communications aims to further solidify its position as a premier brand in the digital landscape. Central to this vision is a strategic initiative to elevate its digital advertising prowess in a manner that reflects its legacy of excellence and innovation. A key objective within this endeavor is to optimize return on ad spend (ROAS) in a scalable and sustainable way.
With this in mind, Corning’s Optical Communications digital advertising team sought to optimize its LinkedIn campaigns by reducing costs and achieving more consistent pacing to improve results. “We are continually looking for opportunities to optimize digital ads,” explains Digital Marketing Content Specialist Randy Whitehead. He and his team looked for a solution that would give them control over ad costs without compromising results.
The Solution
To address these challenges, Whitehead initiated a pilot with Sprinklr’s Smart Bidding capability, an AI-driven algorithm that is trained on a company’s data to predict the best bid value for its ad sets.
Corning was already using Sprinklr Social, Insights, and Marketing, but Whitehead saw an opportunity to delve deeper into Sprinklr's arsenal with the goal of optimizing ROAS.
Saving time and reducing cost with Smart Bidding
Whitehead ran a pilot with Smart Bidding, optimizing bid values in real time to maximize campaign performance at the lowest cost per acquisition (CPA). He successfully reduced the cost of conversions while boosting total ROI and improving efficiency. “We have a busy team, and Smart Bidding saves money and time," says Whitehead. "It's one less thing that we have to worry about.” The solution is transparent and makes it easy to track ROAS. With the visibility provided by the audit trail, he says, “We're able to keep track of everything in one place.”
Automated pacing control for maximum efficiency
Utilizing Sprinklr Marketing’s Pacing Control feature within Strategy Groups, the Corning Optical Communications ads team can effortlessly monitor and regulate campaign expenditures from a single, centralized platform, with the added convenience of receiving timely email notifications. Automated Pacing seamlessly manages budget allocations and campaign scheduling, eliminating the need for manual intervention. This significant enhancement simplifies the workflow for Whitehead, sparing him the burden of manual campaign pacing checks. With Automated Pacing, campaign management becomes a more streamlined and efficient process.
The Outcome
Corning’s Optical Communications digital advertising team saw impressive results and immediate impact from its two-week pilot of Sprinklr’s Smart Bidding solution.
Notably, there was a 55% decrease in the cost per landing page click, accompanied by a substantial 124% surge in website visits. Throughout the trial period, Sprinklr’s advanced AI executed 43 automated bid adjustments, optimizing bid values for maximum effectiveness.
“At Corning, we are actively advancing and maturing our presence in the digital advertising space,” says Whitehead. “Sprinklr allows us to do this in a scalable and sustainable way. We turn it on, and it just works.”
Encouraged by the pilot's success, the team is now implementing this feature across all LinkedIn and Meta campaigns that meet the optimization eligibility criteria.