Case study

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Case study MONDELĒZ AND IN STORE PUSH NOTIFICATIONS

Using location to deliver relevant notifications. Providing value to mobile consumers In-store insights, attribution and footfall measurement.

At a glance

Over

16.6%

74000

HIGHEST DAILY CLICK THROUGH RATE.

NOTIFICATIONS SENT THROUGHOUT.

Tamoco and Mondelēz teamed up to generate awareness of their Cadburys single bars in supermarkets around the country. Using proximity technology, they were able to reach their mobile audience at the most effective time and place. By sending highly relevant push notifications they were able to engage with users in a memorable way and drive the sales of their Cadbury’s chocolate bars across all Tesco One Stop stores. The campaign was a huge success, with over 70,000 notifications sent throughout. At its peak, the notifications were seeing a 16.6% click through rate. The campaign demonstrates the effectiveness of proximity in mobile engagement and attribution for brands with products in supermarkets where they have no control of product placement.

Consumer journey

User receives a notification when they enter the store

Opening the notification directs the user to content

The benefits of using location The Tamoco network allows brands to utilise many different conditions for targeting users. This ensures that the content is relevant and useful to the customer. In this case we decided that the notifications should be sent when the location and situation of the user is optimal – in this case this was as a user entered a One Stop store. This way they would receive the notification at the most optimal moment, in order to drive purchase consideration. A geofence is an area that can be pre-defined and altered mid campaign. When a user with a mobile device walks into this area they are sent a push notification. This ensures that users receive appropriate notifications and it dramatically optimises marketing budgets.

Stats & insights

1889

74564

16.6%

Clicks

Notifications sent

Highest daily CTR

Campaign results Throughout the campaign over 70,000 notifications were sent to users as they walked into a Tesco One Stop store. Over 1889 devices clicked the notification over the course of the campaign. Campaign insights The campaign provided Mondelēz with an effective mobile channel in which to reach audiences in the best possible moment. By reaching out to consumers in this moment they were able to target users in a relevant manner and with highly targeted content that was contextually relevant for the end user.

Mondelēz were able to raise brand awareness in a 3rd party store by using sensors by the entrance of each store. Gathering campaign and user behaviour data has allowed Mondelēz to better understand their audiences and the venues in which their product is sold. Using the Tamoco proximity platform they are able to retarget these audiences or further segment them based on their activity in this campaign and in the offline world. Mondelēz can now accurately measure the effects of their marketing efforts and use attribution to improve their return on investment in mobile marketing.

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