fostering o2o solution by scenario and lbs targeting - nespresso case study
TRANSCRIPT
- Nespresso Senior Brand Manager Ms. Carrie Shum
We are very impressed with the outcomes of this mobile ad targeting campaign. On one hand, the brand and product message are clearly delivered through mobile channels. Moreover, we did witness a dramatic increase in footfall in all our retail outlets in Hong Kong. This O2O strategy surely augments the brand equity of Nespresso and makes the brand stand out from the competitive industry.
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Campaign Background
Marketing Objective :
Campaign Objective :
Location :
Campaign Period :
Mobile Voucher Redemption Rate : 0.46 %
To encourage potential and existing customers to have a seamless brand and product experience from all touchpoints across both online and offline channels.
To increase the footfall in retail outlets through the promotion on online channels.
Specific Areas in Hong Kong
March – April, 2016 (41 Days)
(Average: ~0.2%)
Campaign Strategy
Location based ad delivery around the pop-up store area (Shatin and
Taipo Districts…)
Precise Location TAs interested in Nespresso
Creative Ads Location Guidance
Use data driven approach to look for
audience who are more interested in the
Nespresso
Use interstitial to attract users’ eyeballs Landing page as store
locator to lead users to the pop-up storeEngage consumers with
simple interaction
Audience Targeting Mobile Interaction
HTML
Audience Targeting
People in Kowloon City, North, Sai Kung, and Tsuen Wan districts generated a better performance. However, Sai Kung and Tsuen Wan were only selected due to the strategic concern on the locations of pop-up stores.
The Property Searcher and Finance Guru lookalike audience showed higher interest on the ad than regular audience. And these two groups of
audience contributed 0.3% CTR higher than the
unspecified target group.
Shatin and Taipo North Kowloon City and
North
(East Rail Line)
Sai Kung and
Tsuen Wan
CTR Comparison by LBS Targeting
Unspecified Finance Guru Property
Searcher
Chic
Cosmopoliatan
Movie Critic
CTR Comparison by Audience Targeting
Overall Optimization TacticIntegration of LBS and lookalike audience targeting
Targeting the audience in Shatin and Taipo districts only
Extending the location to Sai Kung and Tsuen Wan district
On top of LBS, Property Searcher and Finance Guru lookalike audience
were implemented
Phase I Phase II Phase III
(Week 1 - Week2) (Week 3 - Week4) (Week 5 – Week 6)
Mobile Interaction to Drive O2OHTML5 Creative X Store Locator
Eye-catching Increase engagement level
Interactive Interstitial Ad Store Locator
Last-mile push Immediate action
Pop-Up Store
D E M O
Interactive Interstitial Ad
Direct to landing page when click the ad
CTR :
2.96%
Landing Page Mobile Voucher Store Locator Pop-up Store
Redemption Rate :
0.46%
Download Rate : 50.64%
Redeem a free cup of coffee at Pop-up store by presenting mobile voucher instantly
Open Map : 9.26%
Mobile Interaction to Drive O2O
Campaign Performance
Optimization efforts resulted in overall
CTR (Click-through Rate) increased by 12.6%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Interstitial CTRLookalike Audience
OptimizationLBS Optimization
Nespresso received 65% higher than
the average mobile voucher redemption rate.
O2O Redemption Rate
Nespresso Average
0.2%
0.46%
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