Problem
To create awareness about the Prom Fashion events held at different locations of the departmental store across the country across the span of 4 weeks. The objective was to increase foot traffic to the events and get parents and their teens to shop at our client’s departmental store for their prom needs.
Challenges
- Identify an approach to reach, engage and interact with the target audience
- Identify an approach to ensure relevant message is passed to the right audience
- Identify geo-fence for each store location
- Identify custom audience segments to engage the right audience
Tools
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Google DFP
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Geo-aware
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HTML 5
Result
- To reach, engage and interact with the target audience a combined use of location data was used
- To ensure relevant message is passed to the right audience gender based targeting and contextual targeting was used
- Two level geo-fence was used one for phase 1 of the campaign (1st two weeks) and phase 2 (last 2 weeks) a tighter geo-fence
- The geo-fence yielded in targeting audience who were already out for shopping and influenced their decisions
- Created an audience package to engage with Style Fashionistas and Fashion shoppers
- The Expandable Tap-to-Calendar banners performed best within the 5-6 mile radius
- Consumers who were not close enough to pop into a store that day were able to save the event information to their phones for future reference
- Overall CTR for the campaign was 0.61%. The Tap to Calendar creative in particular allowed for greater consumer engagement with the brand with 3.21% of consumers saving the event to their mobile calendar
- Campaign performance also spiked on weekends and event days