Geo-conquesting competitive locations with an audience target of females ages 25-54 yielded the greatest lifts.
A large national retailer wanted to drive online and in-store sales by promoting itself as the one-stop shopping destination for stylish holiday gifts.
Verve built its strategy around customized audience segments that most aligned with the retailer’s clientele to deliver a creative experience highlighting the retailer’s assortment of holiday gift-giving options.
The mobile ad was delivered to an audience segment of luxury holiday shoppers and females aged 25-54, leveraging a geo-fence around both the retailer and its competitors.
Verve’s hallmark location-based creative experience – Tap to Map – was used to showcase the retailer’s products from several departments and how they could cater to a variety of genders and gifting categories – including significant other, best friend, parents and siblings. From the ad, consumers could tap to the retailer’s site to browse the full assortment of products or they could tap to turn-by-turn directions that met their immediate shopping needs.
INCREASED FOOT TRAFFIC
Analysis by Verve revealed that those who saw the ad were more likely to visit the retailer within 14 days. The campaign resonated most with moms and frequent high-end restaurant goers, both highly relevant segments to the retailer. Consumers were also seen at other high-end specialty retailers.
HIGHER THAN 0.6% CLICK-THROUGH RATE AND HIGHER THAN 6.0% TAP-TO-SITE RATE
Consumers most frequently tapped to the landing page, demonstrating a key interest in browsing gift ideas displayed in the gallery. The highest tap-to-map rate came from luxury holiday shoppers, indicating high purchase-intent action among the most relevant audience.
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People traveled over 60% farther to top Florida locales when compared to the average distance traveled to US holiday destinations.
The next 12 months will be a critical time for brands, publishers, and every marketing partner.