Magnum, a beloved ice cream brand, joined forces with their agency, Mindshare, to launch a campaign aimed at promoting their new product offerings. In the pursuit of optimising their advertising budget and bolstering product sales in Singapore, they enlisted the expertise of Adsquare to leverage the power of location data.
Challenge
Magnum's challenge lay in assessing the impact of their advertising initiatives on motivating potential customers to not only enter stores but also indulge in their irresistible ice cream.
Solution
Adsquare Measurement was tapped to bridge the online-offline divide. By harnessing high-quality movement data, Measurement is able to quantify customers visiting various store locations post-ad viewing. This footfall data offered actionable insights, enabling Mindshare to track the number of people visiting physical locations, thereby illuminating how Magnum’s campaigns directed quality foot traffic to targeted stores.
Strategy
Mindshare executed a dynamic DOOH campaign for 'Magnum Remix', unveiling fresh interpretations of their classic ice cream flavours on screens across Singapore. The media messages and placements aimed at directing traffic toward convenience stores and supermarkets stocking Magnum's latest ice cream offerings. The campaign's effectiveness was further enhanced by the seamless transmission of footfall measurement data to The Trade Desk, facilitating the analysis of ad performance and subsequent optimisation strategies.
Insight
- 54% increase in offline visit rate per week (4 week flight)
The results were impressive, revealing a remarkable 54% increase in offline visit rate per week over the 4 week campaign duration. This marked a substantial surge in offline visits and a reduction in the cost per offline visit. Adsquare's real-time optimisations played a pivotal role in maximising the advertising budget, resulting in increased sales of Magnum ice cream.
Impact
Adsquare's technology played a pivotal role by:
- Facilitating precise measurement and in-depth analysis of footfall traffic.
- Providing a comprehensive understanding of audience strategy effectiveness.
- Enabling real-time optimisations independent of specific media channels.
“By harnessing Adsquare's cutting-edge technology, the 'Magnum Remix' campaign witnessed an extraordinary 54% surge in offline visit rates within just four weeks. This outstanding success highlights the efficacy of real-time optimisations, showcasing how our innovative strategies and data-driven insights can significantly enhance brand impact and propel sales growth. Serving as the client lead at Mindshare and benefiting from Jiaqi Wee's invaluable contributions within my team for this activation, our collaboration with Unilever stands as a true triumph” – Neelima Agsibagil (Managing Partner at Mindshare Singapore)
Tech
Measurement: Leverage our daily visitation data feed to measure store visits in order to optimise your campaign on the go by shifting budgets towards the best performing line items.
DSP Integration: Adsquare’s measurement API is seamlessly integrated with all major DSPs, enabling you to leverage our daily visitation data feed wherever you buy media.
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