RETAIL
Beat the heat: How MISSION apparel generated +39k visits
Driving visits to The Home Depot and Dick's Sporting Goods with weather and location-targeted Mobile and DOOH ads.
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OVERVIEW
Performance apparel brand, MISSION, partnered with GroundTruth to turn digital and out-of-home awareness into retail traffic. Weather triggers and proximity targeting successfully drove immediate store visits during peak summer.
THE CHALLENGE
Specializing in cooling apparel, MISSION needed to drive foot traffic to The Home Depot and Dick’s Sporting Goods during their most vital seasonal selling window. The main hurdle was reaching a diverse audience, from tradespeople to athletes, at the exact moment when heat-relief solutions were most essential.
GROUNDTRUTH’S SOLUTION
Weather-informed, omnichannel targeting
To capitalize on regional heat alerts, we combined Mobile and DOOH into a unified foot-traffic campaign. Weather-triggered Mobile ads with Tap-to-Map features reached high-indexing audiences, including DIYers, athletes, and tradespeople. Simultaneously, radius-targeted DOOH and strategic Mobile retargeting reinforced brand presence, seamlessly funneling local consumers into stores.
THE RESULTS
Synchronized Mobile and DOOH turn real-time heat into retail traffic
Delivering massive scale, the campaign achieved 13M impressions at a highly efficient $3.10 CPV, a major efficiency win for MISSION’s accessible price points.
Precision targeting drove rapid consumer action, yielding a 15% incrementality effect and driving peak retail traffic within one hour of ad exposure.
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Clients say great things about us
“As a cooling performance brand, partnering with Groundtruth made perfect sense. We're aligned with geographic locations and weather patterns to get our products into people's hands when they need them—when it's hot and things are heating up. Working with Groundtruth helped amplify our brand during our selling season.”
ALISA BOUTHILLER
Director of Marketing
