Ahead of the release of its new NMD range, adidas wanted to increase awareness and drive footfall to its stockists in the MENA region by reaching select target audiences on their mobile devices at the moment they were most likely to engage.
The objectives of the campaign were increasing ad engagement and driving in-store footfall. Both of these are challenging objectives given the target audience of the brand: a discerning, young, fashionable audience aged 18 to 35 which is constantly on the move.
An initial target audience was identified when seen shopping in certain areas, using sophisticated geofencing of key locations relevant to the campaign such as adidas stockists and fitness and fashion locations in places like Dubai Mall.
This audience was then refined using behavioural data to find audiences who browse fashion, fitness and entertainment content.
Then, Blis devised a campaign to target these audiences while they were relaxing at home with rich media and video formats featuring a specific call-to-action within the creative, helping them locate their closest adidas NMD stockist. The campaign reached audiences at exactly the right moment by serving ads in real time depending on the content they were browsing. The same audience was then later engaged when seen in proximity to an adidas stockist.
The campaign saw a massive 883,881 impressions to adidas NMD audiences and a footfall uplift of 22 percent against the control group.
The use of location targeting reached 254,227 unique devices, with 968 seen back in-store through Blis’ location technology. The campaign yielded a footfall rate of 0.38 percent, which drove 226 devices in-store on one Tuesday alone.
The campaign went on to win Gold for “Best Location-Based Campaign” at the MMA MENA Smarties Awards 2017.
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