- Services: Strategy, Design, Media
Geronimo wanted to tailor the user journey to ensure a seamless mobile experience when connecting with the Rivers brand while simultaneously reaching the Rivers target audience accurately. To do this we constructed 4 separate location based strategies, using accurate GPS data to build out audiences based on their location behaviour. We also built a custom rich media creative unit that dynamically showed where the user was, relative to their nearest store. This was updated to show the relevant weekly offer, each week.
We now had an engaging creative message, and an accurate audience. The next step is to measure the impact on their main KPI of driving people in-store. For this we used A/B foot traffic analysis to measure the users who saw the ad,and were then seen in store. This was then qualified against a control group of users who did not see the ad, but were also seen in store
``This geo-target test is the first for Rivers and so far has delivered great results week on week – both through engagement with our creative and in sales! It’s definitely a channel we'll be looking to invest in, in the future``.
— Hannah Fairley, Marketing Manager - Specialty Fashion Group
Strategy: Research, partner analysis, channel integration, communication Creative: Design, production Media: Planning, buying, optimisation, reporting Result: 50 Geo-targeted stores saw 1-5% more sales growth than non-geo-targeted stores. 4x benchmark engagement results for rich media creative 12% uplift in foot traffic compared to control group