The circle of engagement and proximity in AdKaora’s strategy for Emulsio MangiaPolvere
AdKaora, a Mondadori Group company specialising in user-centric mobile digital advertising and proximity marketing, has been chosen by Sutter to promote its Emulsio MangiaPolvere line of anti-static sprays with a proximity marketing strategy intended to cover all the steps in the funnel.
The campaign, managed with Asset Media and online in November and December, fully met key brand awareness and drive to store goals with a combination of creative high impact formats employing advanced proximity advertising tools to create a highly effect circular multichannel project.
Product awareness was boosted with a new-generation rich media format by AdKaora Creative Studio: the Geyser, an innovative graphic solution with high engagement power designed to offer users a unique brand experience. When opened, the format shows a product presentation video projected from below, ready to explode in the centre of the device’s screen with a geyser-like effect. An interactive carousel allows users to find out about the features of each product in a highly effective customised way through a series of calls to action designed to take users directly to the brand’s website and offer them more information on the item of interest.
To promote footfall in the stores involved in the campaign, the strategy involved use of a mixture of geolocal mobile display advertising formats and near-store, in-store and near-product push notifications, shown to customers in the vicinity of participating stores and set up to steer them to AdKaora’s proprietary Find&Go Now! technology, an interactive map that leads the consumer to the nearest shop where they can buy the product.
Results were positive in terms of both engagement rate and increased footfall: the interaction rate registered with the Geyser format was 13.6%; while the Find&Go Now! engagement rate was 25.6% and uplift in footfall at participating stores reached 22.3%.
To check the effect of the campaign, the AdKaora solutions were, moreover, combined with sales and product data collected through a qualitative analysis by CheckBonus and a quantitative analysis by IRI, both partners of the agency.
With CheckBonus, a variety of marketing tools was used to give visibility to the products and obtain valuable insights in terms of sales drill-down, sales by retailer and sell-out analyses, together with socio-demographic breakdown and consumer behaviour data. A special survey provided information on the factors that influenced purchases, brand and product perception, and the positioning of the brand with respect to competitors. It emerged that the most frequently visited stores were Coop, Conad and Famila: a result confirming the prominence of supermarkets among the points of sale, revealing the extent to which the brand is known for the variety of its products.
The analysis supplied by IRI, which monitors the effects of advertising on product purchasing during a specific period, highlighted positive results in terms of sales uplift with a sales increment of 1.45%.
Davide Tran, CEO AdKaora: “Another successful full pack proximity marketing initiative representing the perfect “marriage” of our rich media formats, which reinforce user engagement and position themselves at the top of the funnel, and our advanced proximity suite. For the latter, analysis of footfall, post-sales and brand lift surveys do not represent the end point of our strategy, but offer inspiration for better organisation of brands’ subsequent advertising plans, on the basis of exclusive insights about products and consumers. In this campaign with Sutter, we have once again achieved important results, to the customer’s great satisfaction, meeting the required KPIs.”