CHALLENGE

A national baked goods brand wanted to increase foot traffic into their
stores during the winter holiday period. They enlisted the help of Simpli.fi
to utilize new geo-fencing with conversion zones technology to track
online-to-oline conversions in their stores around the United States.

With a goal to maximize conversions over a two-week flight and apply an equal budget for every store around the country, Simpli.fi developed a comprehensive strategy to target relevant users, drive up CTR, track conversions and increase purchases.

STRATEGY

Simpli.fi set-up the campaign by building hundreds of custom-shaped geo-fences focused on shopping centers where the advertiser’s stores are located. With the brand’s guidance, Simpli.fi also built 166 conversion zones – one for each store around the country – to measure individuals who visited the store after being delivered an ad. The campaign was delivered exclusively to mobile devices and featured both static and video creative.

After launching, the Simpli.fi team worked to further optimize the campaign on the back-end by fine-tuning geo-fences to maximize impressions and accurately track conversions. The team also adjusted frequency capping and dayparting, and removed under-performing domains and apps to improve CTR and maximize relevant impressions.

RESULTS

Across 166 stores and conversion zones, Simpli.fi delivered 17,751 offline conversions at a low Cost Per Visit of $1.28. The campaign experienced strong performance across both video and static creative, achieving a 0.32% CTR and 67.25% video completion rate. Further indicating the success of the campaign, the conversion zone performance reports aligned with the stores’ year-over-year sales data. That is, the stores with the highest number of geo-fence conversions saw the greatest increase in sales compared to the same time period the previous year.