The Brief
Coegi created an omni-channel campaign to drive in-store retail traffic and attributable sales for a beauty client during a key sales period.
Highlights
$0.25
Cost Per Store Visit
4.6M
In-Store Conversions
Challenge
Coegi’s beauty brand client sells skin and lip care products online and in retail locations across the US. In-store retailer purchases drive the majority of their revenue and were the priority for our marketing strategy.
However, it can be challenging to track and measure the impact of paid media on in-store purchases. Coegi needed to show how this campaign drove sales and purchase consideration during the holiday season.
Solution
Coegi used three core audiences to target this campaign – Eco Consumers, Millennial Moms and College Consumers. Additionally, we used high-intent holiday shopping audiences to maximize the time of year.
We activated these audiences across display and video campaigns, optimizing for reach and completion rate to drive in-store traffic. This was reinforced through retailer-specific creative to ensure shoppers knew where the brand was available. A foot traffic study was also implemented using mobile app ID data to correlate ad exposure with store visitation.
We took a test and learn approach, using traffic and purchase data to determine top performing retail locations. We then reinforced those top stores in key geos, further building upon sales momentum. This campaign drove over 4.6 million store visits, with an average cost-per-store-visit of $0.25 across all media and millions in sales. This was highly efficient for driving brand consideration compared to the $3-7 product price point.
Q4 sales reports indicated that the strong revenue numbers were directly tied with efficient cost-per-visit metrics. Analysis of foot traffic conversions also helped identify top markets for the brand. This campaign displayed the importance of combining advanced measurement studies and non-media data to determine the incremental impact of digital media on driving retail traffic and sales.
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