In this case study, we present how Adsquare’s Audience Targeting solution supercharged Matterkind’s targeting strategy for their client, Flavettes, the #1 adult vitamin C brand in Malaysia. By employing Adsquare’s rich audience data, the agency was able to reach well-defined target groups, drive traffic to retail locations, and maximise their ad budget.
Headquartered in New York, Matterkind is an advertising and activation intelligence company that aims to drive better business outcomes for its customers. They offer solutions and advisory services to power conscious marketing to benefit brands and consumers alike. When tasked by Flavettes to launch a hyper-targeted campaign aimed at boosting foot traffic, Matterkind turned to Adsquare’s Audience Targeting solution—a robust pool of online and offline data offering a holistic understanding of consumers and their desires.
A surge in domestic and international travel at the end of 2022, presented Flavettes an opportunity to increase store visits to their retail location within Kuala Lumpur International Airport. However, as the old adage goes, the task was easier said than done. For Flavettes their customers were as complex and diverse as the products themselves, requiring a well-matched targeting approach.
The objective was clear: effectively reach well-defined target groups within a premium environment, all while maintaining broad reach to drive sales and stimulate foot traffic. The message was concise: “boost protection for a totally protected holiday with maximum fun.” All that remained was the development and execution of a targeting strategy. This is precisely where Adsquare came into play.
Adsquare’s Audience Targeting solution provided Matterkind with access to a robust set of high-performing, multi-dimensional data sets. This enabled the team to understand audience online and offline behaviour to create bespoke segments, layering both interest and movement data. With Adsquare’s Google DV360 DSP integration, Matterkind was able to seamlessly activate and target specific locations across the Kuala Lumpur International Airport, dynamically delivering Flavettes’ message to consumers as they navigated through the terminals.
Matterkind surpassed campaign benchmarks and successfully drove foot traffic for Flavettes, delivering a click-through rate (CTR) of 0.15%. This exceeded the internal programmatic display benchmark of 0.07-0.10% CTR, demonstrating the power of this targeted approach. Moreover, Adsquare’s Audience Targeting delivered high-quality traffic, impressive reach, and cost-effectiveness, garnering praise from all campaign stakeholders.
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