Timberland is looking to identify a new audience of fashion conscious, outdoor loving, city dwellers and entice them into the shoe brand’s stores and partner stockists using mobile location intelligence.
Working with xAd, a leader in location intelligence, and media buying agencies Vizeum and Amplifi to develop and deliver engaging content to 18-34 year olds living in the city, the cobbler du jour is hoping to inspire this nascent audience to seek out their own ‘Urban Adventure’ to drive purchases of Timberland’s latest boots with Sensorflex technology.
Using xAd’s proprietary Blueprints technology, which draws polygons around specified points of interest, Timberland identified areas for precise proximity targeting to build highly relevant audiences. Using location data, xAd identified target groups most likely to be in the mind-set to purchase footwear. They gathered intelligence from recent store visitation and real-time physical proximity to Timberland stores, as well as ‘urban stylist’ locations such as fashion stores and outdoor activity hotspots.
Theo Theodorou, GM EMEA at xAd explains: “Where audiences are reveals greater intent than their actions online and indicates whether they are in the market to purchase. With location intelligence, brands can communicate with audiences in the moments that matter and boost engagement with their products.”
The results of the campaign were measured independently by a third party lift report, which allows brands to see the correlation between their digital campaigns and footfall data in the real world. The campaign drove an incremental visitation lift of 6.2% to Timberland stores and stockists, with 20% of visits occurring within 24 hours of exposure to the Timberland content. This shows the impact of targeting audiences in the right moment to drive them in store.
Andrea Simmen, Marketing Manager for UK & Ireland at Timberland says: “ We are delighted with the results of the campaign. Through leveraging xAd’s accurate location tech-nology, not only have we been able to understand the impact of our mobile marketing on visitation to our stores and our stockists, but we have been able to engage key audiences with the most relevant messaging to them.”
Dean Warburton, Digital Account Manager at Vizeum UK adds: “The advertising industry is under increasing pressure to be more accountable and transparent. This campaign has been successful in using mobile to drive shoppers into Timberland stores. For the first time, Timberland was able to see the impact of its mobile campaigns on real store visitation. Using xAd’s real world visitation history, we were able to get a more accurate picture of how consumers are connecting their purchase journey between online and offline.”