Philips ran an always-on dynamic fence strategy to drive awareness around key big box retail locations throughout Canada. With the addition of bilingual ad creative and messaging, Philips and GroundTruth developed a strategy that spoke directly to their localised audiences, driving them to interact with the brand in-store.
With the strategic application of accurate location technology, Philips was able to engage with their intended demographic, men aged 35-54, and saw overall performance increase each month during the campaign. The use of dynamic fencing resulted in a 64% lift in CTR over industry average, demonstrating increased brand recognition and engagement surrounding retailer locations.
Additionally, the campaign provided key insights, including that the busiest shopping day of the week among those engaging was Sunday, and in which provinces performed better than others.
Victoria Sorina, Supervisor, Planning, CaratMore Case Studies