Geolocated campaign
BRIEF
To have national brand recognition and, in addition, to have an impact on sales at each point of sale that the brand has.
Goals
Place the Optimus brand in the consumer’s mind, being in their Top of Mind when thinking about a hardware store of proximity and trust. In addition to showing the user which is the closest hardware store to their current location, increasing sales through digital campaigns.
Strategy
Impact anyone within a 1km radius of any Optimus hardware store (300+ hardware stores) with display ads, on the websites.
Through geolocation campaigns we segment the audience as much as possible in order to reach the target audience.
Solution
Create a geolocation campaign in each point of sale, where the impact (impressions) is measured, and the people who have shown an interest in knowing which is the nearest hardware store to their location, through the “How to get there” CTA, the user landed on the Google maps of the nearest hardware store.
The way to measure sales impact is through physical attribution. Physical attribution is measured based on how long the user spends in one of the physical shops, i.e., if the user spends more than 15 minutes when connecting the GPS to find out how to get to the location, it would be considered as a person who has made a physical purchase.
