increase in brand recall
increase in search navigations within Waze
lift in incremental BTS units sold in stores tested
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.
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.
+ 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.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
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dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
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GoalKeepers17: Rallying around Global Goals
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Isobar & Carat: Dis-Moi Elliot
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360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Isobar: General Motors
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Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
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BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
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Firstborn created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience.
HelloWorld: Royal Caribbean
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Isobar helped Enterprise, a multi-billion dollar business, achieve double digit growth in sales through its web channels and used digital to accelerate expansion into 25+ countries.
360i partnered with HBO to debut the network’s first full-scale voice skill with “Westworld: The Maze,” an immersive gaming skill allowing Westworld fans to go on their own quest for consciousne...
Through a brand stories content strategy Vizeum positioned E.ON as a purpose-led brand focused on energy supply, renewables and energy networks.
mcgarrybowen: United Airlines
New technology solves age-old problem.