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Our location solutions.
Audience Targeting was used to capture people in the right mindset and drive visits. L’Occitane split their audience into three groups:
– Group A – Audiences who were in close proximity to London stores
– Group B – Targeting people who were in close proximity to U.K. stores (ex. London) with higher average footfall
– Group C – the control group; made up of stores with smaller footfall.
Locating Targeting allowed L’Occitane to reach those people in close proximity to specific stores. In total, 43 stores were targeted throughout the U.K., out of an estate of 77.
Dynamic Ad Creative, including high-impact interstitial and banner media units, were used to engage with their gift buying audiences. The ads conveyed the romanticism and nature of the Provençal golden hour message as the perfect gift for any occasion. Users within close proximity received a “dynamic distance” ad layer, which displayed the distance and direction of stores within the mobile creative. A landing page then popped up with a clear ‘Shop Now’ call to action.
Products Used:
Real results.
Although the traditional L’Occitane customer is female, gift buyers cover a wider audience demographic. Therefore, a location strategy that allowed to us capture people in those convenient moments and really experience our new Terre de Lumière fragrance was exactly what we wanted to launch this exciting new product onto the high street. GroundTruth’s accurate location technology not only allowed us to do this in the real world but drove consumer engagement online.
