Campaign - Retail Chain

Problem

A famous retail chain wanted an efficient way to target on-the-go consumers with mobile technology. The main target was to increase the foot-falls in their retail chain outlets during their famous “Unbeatable Savings” campaign.

Challenges

  • Driving store visits to the five store areas
  • Identifying geo-zones for each store area
  • Creating a creative which was engaging and lead to a conversion

Tools

  • Google DFP

  • Geo-aware

  • HTML 5

Result

With the clients objective in mind, we created Strategy 1 and from it’s findings we formulated Strategy 2 for better performance.

  • Strategy 1
    • Generic creative was created with users being targeted based on lat/long
    • CTR was moderate at 0.57%
  • Strategy 2
    • Based on Strategy 1, a new creative was created which additionally incorporated weather and time of the day
    • The additional signals and targeting the nearby business cities made the CTR performance increased to 1.03%
    • Additionally, a specific creative with specific product discount yielded a higher CTR of 1.85% (more than the industry standard)