Campaign — Department Store Chain

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

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