DNA, an independent creative agency, aimed to launch a media campaign to support their Black Black Friday initiative, intending to raise awareness in the Seattle market and inspire consumers to buy from over 100 black-owned businesses. The goal was to generate $250,000 in revenue by selling 2,500 prepaid cards.
To boost foot traffic to black-owned businesses in the Seattle Market, Locala implemented two distinct targeting strategies to encourage prepaid card purchases and drive shoppers into businesses.
Targeting consumers who are discount and/or coupon shoppers, Black Friday & Cyber Monday Shoppers, or those interested in supporting their community.
Targeting people in areas with a high African American socio-demographic score, as identified by Locala’s proprietary Retail Analytics platform.
By targeting the right consumers in hyperlocal areas, Locala successfully drove awareness of black-owned businesses, prepaid card purchase intent and increased foot traffic to black-owned businesses for Black Black Friday.
Overall, Locala contributed to DNA’s larger efforts which resulted in selling over $180K worth of gift cards, ultimately increasing revenue brought in to Black Owned business in Seattle.