New England’s largest locally owned donut and coffee shop, Honey Dew, has been serving up confections and morning brew for over 50 years.
Real-World Solutions
The brand and their agency partners,
Goodway Group and Mediaworks, tapped
GroundTruth to drive visitation to specified
locations and increase awareness for their
“give one, get one” gift card campaign.
The one-month campaign masterfully
leveraged Connected TV (CTV) ads that
resulted in a 96.08% video completion rate
(VCR) driving over 600 visits to key stores
identified by Honey Dew.
Let’s dive into the strategies and tactics
used to boost visits and brand
awareness for Honey Dew.
Tactical Strategies
In order to drive donut and coffee enthusiasts into their locations during the holiday season, Honey Dew broadcast their message across CTV screens. The :15 second advertisements included a QR code that viewers could scan to learn where the nearest location was.
The targeting behind the ads were powered by real-world behavior, and a blend of tactics was employed to boost brand awareness and store visits during their gift card campaign. The brand used a combination of location-based audiences, behavioral audiences, and zip code targeting to reach the right consumers, at the right time.
Location Audience Targeting
Targeted Honey Dew loyalists, competitors, and high-indexing brands.
Behavioral Audiences
Reached consumers identified as the brand s target demographic groups such as Moms,
Millennial Parents, Commuters, and Young Drivers.
Zip Code Triggering
Focused on geographic areas with a high propensity to visit a Honey Dew store.
Real Business Results
By strategically combining behavioral and
location-based audience targeting on CTV
screens, Honey Dew effectively commanded
the attention of their target audience and
informed them of their BOGO gift card
promotion.
The hyper-targeted strategies and captivating
creatives garnered a 96% video completion
rate (VCR) and a visitation rate (VR) that was
3X over the benchmark set for the campaign.
The month-long campaign also saw 904K
impressions, further displaying its
effectiveness in boosting brand awareness.
On a granular level, VCR was highest on
Saturdays while visitation peaked on Sundays.
Females aged 45-54 drove the highest levels
of visitation, closely followed by males 55-64.
Through their partnership with GroundTruth,
Honey Dew was able to increase both brand
awareness and sales during the holiday
season and maintain their spot as one of New
England’s favorites.
By the Numbers
0
%
Video Completion Rate (VCR)
Visitation rate was over
0
X
Compared to Benchmark
0
K
Impressions
Our partnership with GroundTruth was an
effective tool in raising awareness and
driving store visits and sales for Honey Dew’s
Holiday gift card campaign. GroundTruth’s
precise targeting of key audience segments
within our core geographic areas, down to the
zip code level, ensured that we maximized ad
spend and delivered quantifiable results.
Combining Mobile Display with their CTV
product in subsequent campaigns has
elevated our performance and grown our
partnership with GroundTruth.
Senior Media Strategist, Mediaworks
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