Team Pumpkin wins Silver at MMA Smarties India 2020 for Best ‘Location-based advertising’
The winning streak continues for Team Pumpkin, as we bag Silver for Best Location-based advertising at MMA Smarties India 2020. In current times, the latest technologies like AR and easy online availability of products have made people comfortable with the virtual shopping experience leading to the reluctance of visiting an offline store. Yet, in midst of the digitally booming world in 2019, and us being the very bearer of such advancement, our Vision Express team cracked the code to increase in-store footfalls for the client!
Having seen previous success with Google marketing products, Team Pumpkin partnered with Google this time to test a new measurable approach aiming to drive incremental footfall. Targeting people showing intent and affinity towards eye care, along with pairing it up with the proximity parameter of the user to a Physical Vision Express Store, remained the core strategy of the campaign.
The VE team’s smart strategy of leveraging the power of Google Search and Display network along with YouTube laid phenomenal outcomes, which led to 85.97% increase in offline store visits post-execution. Despite being the Beta Testers for the Store Visit Campaigns and no previously available forecast data, the team remained confident and made Google Launch a campaign goal for the first time, that drove offline actions and conversions through digital ads.
Through such astounding and smooth mobile execution, Vision Express was able to reach out to consumers at micro-moments of purchase intent or an affinity towards any of the brand’s product categories. Followed by quick customized message delivery especially on mobile devices, amplified persuasion and led to more offline store visits and customers for the brand. Creativity combined with strategic planning & execution is what made this campaign a huge success.
This win brings immense pride for Team Pumpkin and marks the continuous recognition for innovative and diligent efforts by our Pumpkins. Such recognition and accolades only boost us to keep striving more!