0
increase in brand recall
0
increase in search navigations within Waze
0
lift in incremental BTS units sold in stores tested
Challenge
As media platforms multiply and diversify at an accelerated rate, it becomes increasingly important for brands to maximize each opportunity. This requires knowing where your customer is and aligning marketing investment to reach that person with content and experiences that provide relevant value.
Heading into back-to-school (BTS), Staples wanted to increase store location awareness and drive in-store traffic and sales for their BTS products.
iProspect’s consumer-driven, data-led approach helped Staples identify moms shopping for BTS products as mobile consumers who use Waze, making Waze the perfect platform for a precision audience targeted campaign.
Solution
Staples and iProspect chose Waze, the world’s largest community-based traffic and navigation app, as the campaign platform because Waze had the scale (20 million active users), the right audience (consumers, specifically moms with school-age children), the right context (data showed that most BTS shopping is done in-store, and Waze users are already on the road), and the ability to target specific locations.
For the test campaign (covering 848 stores in 14 markets), the team implemented the full array of placements on the Waze platform: hyper-local branded pins, zero-speed takeover ads, sponsored search, and a shopper and family destination targeted takeover ad. This diversified strategy created branded touch points at multiple instances throughout the consumer’s experience with the Waze app.
Result
+ 70% increase in brand recall (measured via follow-up survey)
+37% increase in search navigations within Waze
+3.8% lift in incremental BTS units sold in stores tested
+1.7% lift in incremental store visits in stores tested
With 47K actions including 16K navigations, the campaign delivered an incremental ROAS 2x higher than average display campaigns and an incremental profit ROAS 5x higher than average display campaigns.
Boosting efficiency using Design Sprint
Planorama
Global digital consolidation and relaunch
MTU/Rolls-Royce Power Systems
Increasing engagement with digital banking
Erste Bank
Strategic design for digital customer care
Transforming digital customer interactions by designing a new customer portal for a major public utilities provider
Unified Customer Messaging
Telekom
Merkle: Magpie a 100% AI-Driven Multi-Channel Marketing C...
Vigyél Haza Foundation - 1% Campaign
Golden Effie award in category „Social Purpose Campaigns”
BelVita bus stop branding for Mondelez
Unique OOH solution to demonstrate product benefit
IKEA - Interactive citylight
A uniqe solution to demonstrate IKEA’s environmentally friendly products
Granny Erzsi’s „bejgli” chatbot for Vénusz
„The best digital tool in 2018 in Hungary” (DMBP)
D&G Light Blue OOH campaign
In today’s rushing world OOH cannot catch everyone’s attention. Hence we go for that attention on mobile platform, too.
OMV - Infotainment videos
MaxxMotion Vlog of Gábor Wéber
Burger King – Home made skinned potato launch campaign
How do you introduce a „home made” food with a digital campaign for a fast food brand? By getting the support of a granny.
Provident Content Marketing Strategy
How to boost organic traffic to a financial services website with content marketing tools?
Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
iProspect: Eurostar
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
dentsu X: No Name
No name is a line of grocery and household items sold by Loblaw Companies Limited, a Canadian company with stores available across the country. The brand provides an assortment of products high ...