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A global retail-clothing company approached Kinetic Social to drive awareness of and engagement around 12 new store openings, targeting potential and current consumers who would most likely visit bricks and mortar locations. One of the retailer’s main goals was to “Be GLOCAL” – creating impact locally, to generate global buzz.
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A global retail-clothing company approached Kinetic Social to drive awareness of and engagement around 12 new store openings, targeting potential and current consum-ers who would most likely visit bricks and mortar locations. One of the retailer’s main goals was to “Be GLOCAL” – creating impact locally, to generate global buzz.
Hyper-targeted ads near specific locations. Kinetic Social set up several targeting tests to determine the most engaged users and consequently the most likely customers for this retailer.
Tests included: gender (female vs. all adults), channel (mobile newsfeed vs. desktop newsfeed), keyword targeting and lookalike audiences.
Employed the use of unpublished page posts to construct more local messaging to organically resonate better with the sub-segments within this audience.
Integrated Campaign Posts: One week prior to a store opening, the retailer offered incentives such as a shopping spree or gift card to those first customers. One week after the store launch, Kinetic Social ran more unpublished page posts to continuously promote the store and encourage users to check out their new location.
Across the 12 store opening promotions, the minimum average click to engagement rate was 70% with a high of 203.23%. Users who clicked on the ad also took multiple actions.
Optimizing between devices Kinetic blended Mobile and Desktop Feed messaging. Average CTR of 2.07% was achieved through blending between mobile and desktop. We found that the Mobile Feed generated the highest CTRs, while the Desktop Feed generated the highest post-click engagements. Additional findings showed that different ad placements worked best in different cities, demonstrating that customization by audience sub-segment is critical to overall campaign success.
Campaign optimization lead to cost efficiencies in this campaign, leaving room for Campaign Management to experiment and fine tune results, garnering over 100,000 meaningful engagements.
70%+ Average Engagement Rate
Optimizing between devices
100,000+ Engagements Generated
Each new store opening campaign ran for a two-week period and sought to increase awareness of and engagement around new store openings across the US, driving opening day foot traffic in 12 locations.
Overview
The Kinetic Social Approach
Results
Goals
Top Clothing Retailer: Engagement + Driving Bricks and Mortar Traffic
www.kineticsocial.com [email protected] 646.561.0380
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