Timberland has announced a new UK campaign with location intelligence company xAd to identify a new audience of ‘urban adventurers’.
The campaign will give Timberland the opportunity to use xAd’s location intelligence technology to find new ways of reaching its target audience and hopefully entice punters into their bricks-and-mortar stores.
xAd has worked with media agencies Vizeum and Amplifi to develop and deliver content to 18-34 year olds living in the city.
Using the tech, target groups were identified from intelligence including recent-store visitations and real-time physical proximity.
The campaign drove a ‘visitation lift’ of 6.2% to Timberland stores and stockists, with 20% of visits occurring within 24 hours of exposure to the Timberland content.
Using xAd’s proprietary Blueprints technology, which draws polygons around specified points of interest, Timberland identified areas for precise proximity targeting to build highly relevant audiences.
Theo Theodorou, GM EMEA at xAd, said: “With location intelligence, brands can communicate with audiences in the moments that matter and boost engagement with their products.”
The results of the campaign were measured independently by a 3rd party lift report, which allows brands to see the correlation between their digital campaigns and footfall data in the real world. The campaign drove an incremental visitation lift of 6.2% to Timberland stores and stockists, with 20% of visits occurring within 24 hours of exposure to the Timberland content. This shows the impact of targeting audiences in the right moment to drive them in store.
Andrea Simmen, Marketing Manager for UK & Ireland at Timberland, said: “We are delighted with the results of the campaign. Through leveraging xAd’s accurate location tech-nology, not only have we been able to understand the impact of our mobile marketing on visitation to our stores and our stockists, but we have been able to engage key audiences with the most relevant messaging to them.”
Dean Warburton, Digital Account Manager at Vizeum UK: “The advertising industry is under increasing pressure to be more accountable and transparent. This campaign has been successful in using mobile to drive shoppers into Timberland stores. For the first time, Timberland was able to see the impact of its mobile campaigns on real store visitation. Using xAd’s real world visitation history, we were able to get a more accurate picture of how consumers are connecting their purchase journey between online and offline.”