TAPTAP and Adcity (Havas Media Group) presented at the DES global marketing congress the success story of the UNOde50 jewelry brand's 2018-2019 Christmas campaign, with which the advertiser achieved a 4% increase in the visit rate at its points of sale in Madrid and Barcelona, a result well above the sector average.
The solution proposed by Adcity, a unit of the Havas Group specialising in mobile out of home communication (MOOH: OOH + mobile synergy), was based on the use of geodata to cross-reference advertising areas of influence, targets of interest and the most relevant media with the aim of connecting with this mobile audience.
To do this, two types of clusters were defined: the “gift recipients” target, identifying belize phone number those mobile users similar to UNOde50 who wanted to receive a piece of jewellery as a Christmas gift; and on the other hand, the “gift givers” target, users (family, partner, etc.) interested in giving a piece of jewellery as a gift.
TAPTAP, through its technological platform Sonata, managed to establish this profiling taking into account different user parameters: sociodemographic profile, physical behavior (real-time geolocation) and digital behavior (user interests based on their digital browsing and the applications installed on their mobile), in order to once the mobile users related to the strategy had been identified, activate those audiences that were within a 700-meter radius around the jewelry company's stores in Madrid and Barcelona . UNOde50's advertising creatives showed the impacted users a map that indicated the nearest route to the store.
that made it possible to reach mobile users who were 100 meters from the brand's outdoor circuit.
As a result of the campaign, the traffic to the brand's points of sale was boosted , as well as the levels of engagement of mobile users with the advertising piece . The most visited UNOde50 stores were the Vidriera establishments in Barcelona, the one in Fuencarral and El Corte Inglés de Preciados in Madrid.