SMEG
About the project
How we drove instore traffic for Smeg using smart mobile technology
Challenge
Smeg tasked The Grove Media to boost instore traffic to their St James’s flagship store ahead of the Christmas shopping period
Solution
The Grove Media in partnership with mobile marcoms experts Locala, deployed a local drive-to-store campaign, optimizing visits in real time thanks to Locala’s proprietary technology.
Two Smeg audience clusters were created for targeting, consisting of:
- Highly affluent family households, 35- to 70-year-olds
- Households who are homeowners
A combination of this audience-based targeting in-conjunction with historical behavior and location-based targeting was used to precisely target users within a 30-minute drivetime from the Smeg flagship store and locations in affluent London suburbs.
Locala created a set of 3 creatives: banner animated, MPU video and Intervideo to drive strong user engagement.
Using the 3 different sizes available on mobile in addition to video content was an impactful way to share the brand feel and catch user’s attention.
Results
The campaign was a success, driving a strong volume of visits and delivering fantastic results;
- +174K users exposed to the campaign
- A 0.6% CTR (benchmark 0.2-0.5% CTR)
- +1.8K arrivals on the store locator
- +43% uplift in footfall (industry median 24%)
- 10km, average distance travelled
- Below industry benchmark cost per visit
