MEDIA STRATEGY + CREATIVE

Big results from our campaign for Johnny Bigg stores

Johnny Bigg

To boost the number of customers in Johnny Bigg’s Western Australian stores, Geronimo came up with a
cross-channel media strategy and personalised creative campaign.

The Insight

Some of Johnny Bigg’s underperforming Western Australian stores were facing a year-on-year decline in foot traffic. In an attempt to turn the situation around, the company partnered with Geronimo to provide an innovative, disruptive solution that would provide a measurable lift to in-store visits. The goal was to achieve positive foot-traffic results compared to the same time last year. This included communicating the store’s weekly offer to customers. Effective measurement was crucial to ensure we were optimising the customer experience across all channels. We also needed to coordinate with Johnny Bigg’s internal social and search teams to ensure that all our communications were aligned.

The Idea

Creating a better customer experience that translated into improved sales called for a cross-channel media strategy. This meant developing an integrated channel approach.

Key to our recommendation was an out-of-home (OOH) strategy that included sequential mobile retargeting of customers who were in the vicinity of the OOH placements. We also geo-targeted people seen at competitor locations, gyms and near Johnny Bigg stores.

Cross-channel footfall was implemented to track search, social, mobile and OOH footfall effect. On top of this, dynamic creative was used to serve customers the latest offers for each week, while showing them how close they were to the nearest store.

The Impact

As a result of the cross-channel media strategy and personalised creative campaign created by Geronimo, Johnny Bigg saw their engagement rate increase by 63% and a 43% increase in Foot-traffic.

+ 63%

Engagement rate increase with dynamic creative

+ 43%

Foot-traffic uplift

DEPARTMENTS
Media
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Matt Hunt
CEO, Geronimo

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