Results You Can Measure!
Background
This retailer was a longtime print advertiser in their local newspaper and upscale magazines. The ads typically would be full page to showcase their showroom items and high-end merchandise from their luxury showroom. They had a secondary audience to reach younger adults or first-time homeowners for their lower-end merchandise at the outlet center.
Strategy
The client really wanted to showcase a wide variety of products in their advertisements as well as reach a very targeted audience of household income $150K+, in-market for furniture, home rebuild, new home purchasers, as well as affluent and luxury shoppers. To achieve this, mobile ads and social media were the recommended strategies to accurately pinpoint their audience as well as the ability to visually feature furnishing on mobile ads and a variety of images on social carousel ads.
Results
After the first month of the mobile ads and social media campaign the results were extremely strong. The click-through rate was .92%, 13 times the national click-through rate average. The website received 59 conversions and the locations received 13 verified visits (consumer was served an ad, visited location, had location settings on and was actively browsing and visited in the last two weeks). In addition they had 1,393 social engagements. After three months, click-through rates remained high, conversions more than tripled, and they received 124 verified visits. Their Google Analytics indicated their website’s new user traffic increased by 50.69%, they had 38% more sessions, and page views were up 19%. The Outlet landing page visits were up 6,707% (yes that is correct) and the showroom landing page visits were up 688%. Also it was noted by many retail visitors that they were looking for specific products featured in the digital advertisements. Sales were up significantly year over year.