GroundTruth and media planning agencies, Vizeum and Amplifi partnered to build audiences and deliver contextual, experiences based on real-world behavior. Timberland’s goal was to maximize the opportunity for audiences to engage with their content across key touch points and drive visits to their stores and partner stockists.
Audience and Visitation Data allowed GroundTruth to identify audiences most likely to be in the mindset to purchase footwear, based on recent store visitation and physical proximity to Timberland stores, Timberland stockists, and competitor stores.
Dynamic Ad Creative was used in the mobile creative to display the distance and the direction of stores, enabling Timberland to harness the power of location intent.
Audience Targeting helped the brand step up and claim the ‘urban stylist’ crown. GroundTruth built an audience of fashion-conscious city dwellers and outdoor enthusiasts based on point of interest visitation to fashion stores and outdoor activity hotspots to increase 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 creative and video content.
Real Business Results
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.
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.
Those exposed and engaged within close proximity to stores drove a 52% secondary action rate above benchmark.
By the numbers
Stores drove a 52% secondary action rate above benchmark
Lift in store visitation to timberland stores