Digital Campaign
Background
The Asia-Pacific (APAC) market leader in robotic vacuum cleaners, ECOVACS was excited to get its newest product into U.S. Targets and Best Buys just in time for the big holiday shopping push. Reaching potential customers in a time crunch took some sound creative and a strategic plan to hit the budget.
Challenge
ECOVACS delivered a top-notch product, but was up against the American-born global giant iRobot whose Roomba was practically the generic term for a robotic vacuum cleaner. Plus, the ECOVAC product would be sold in-store only, the holiday marketing clutter was everywhere, and, oh yeah, it was already the first week of December when ECOVAC approached us for help.
We can give your product sales a boost too.
Solution
We recommended a store-specific digital ad campaign with geofencing to hit the core demographic when they were physically inside of selected Targets and Best Buys. We ran two flights, rolling out the first on December 16 with three display sizes. Then, after analyzing their performance, we ran the most successful size with a sweetened offer during the last week of December when 20 percent of all in-store traffic traditionally occurs.
Impact
Speed, analysis and agility paid off for ECOVACS.
The campaign yielded:
- More than 4 million impressions
- Nearly 9,500 total clicks
- More than double the industry CTR benchmark of 0.10 percent
- A $30,000 ROI in 15 days