LOCATION IS A HIGH INDICATOR OF BEHAVIOUR INTENT
Overall, the campaign based on proximity drove an incremental store visitation lift of 6.2% to Timberland stores and stockists, with 20% of visits occurring within 24 hours of exposure.
REAL WORLD VISITATION BEHAVIOUR GIVES A MORE ACCURATE VERSION OF INTEREST
Targeting audiences who had visited an outdoor activity location was an effective audience for Timberland, with the rich media engagement rate at 6.21%, which is 12% above the campaign average for rich media units.
FAMILIARITY BREEDS ENGAGEMENTThose exposed and engaged within close proximity to stores drove a 52% secondary action rate above benchmark.
GroundTruth identified audiences most likely to be in the mind-set to purchase footwear, based on recent store visitation and physical proximity to Timberland stores, Timberland stockists and competitor stores. Dynamic ad units which display the distance and the direction of stores were used in the mobile creative, enabling Timberland to harness the power of location intent.
Stepping up to claim the ‘urban stylist’ crown, GroundTruth built an audience of fashion conscious city dwellers and outdoor enthusiasts based on point of interest visitations to fashion stores and outdoor activity hotspots to drive content engagement. A landing page built by GroundTruth gave users quick access to relevant content, while rich media creative reached Timberland’s desired audiences with engaging dynamic creative units and video content.
Andrea Simmen, Marketing Manager for UK & Ireland at Timberland
Dean Warburton, Digital Account Manager at Vizeum UK