Translated from Italian. Original version available here.
“You have chosen to be sustainable. Now keep doing it” – In February this year, Miele was at the center of an omnichannel advertising project dedicated to laundry line products (washing machines, dryers, and/or washer-dryers) and a promo created in collaboration with DaunenStep.
From February 16 to 28, by purchasing a Miele low-impact appliance, customers could obtain a quilt or a gift card from the famous household linen brand.
In addition to the drive-to-store campaign, Miele chose to activate digital and radio ads, from January 30.
Locala put its 360° expertise at the service of the campaign objectives, from reaching Miele’s target audience to generating visits within the 81 selected retailer stores.
Given the need to work in a localized way on different POIs, PHD – Omnicom Media Group’s media, communications, and marketing agency – selected a player whose technology could give the right visibility to meet the client’s needs in the various regions involved. The agency was also looking for a partner with in-depth reporting capabilities to produce insights that could help implement different future marketing strategies.
By implementing an efficient mobile strategy, Locala reached the target audience (adult +30 yo) in close proximity to Miele stores (shoppers located within 15 minutes walking distance or 30 minutes driving distance).
In addition, Locala’s proprietary DSP, Fusio, made it possible to target high-spending households characterized by interests akin to the Miele’s brand: high-tech and design lovers.
In less than a month (from February 8 to 26), Locala’s campaign achieved the following results: increasing in-store visits by 11% and incremental visits by 13% compared to a previous drive-to-store activation done for Miele (January-March 2022).
Footfall uplift also achieved a higher score than before, 63% (+2 pts) with a visit rate of 0.90%.
Finally, the cost per total visit achieved a 49% optimization over the lowest range benchmark on industry and product type.
On the flip side, the effectiveness of Locala’s technology also made it possible to monitor and collect very detailed insights on the performance of individual stores on a regional basis and according to socio-demographic criteria.
Stores in the Italian region of Campania generated 33% of total visits, making the region the best-performing region in terms of number of visits.
While in Puglia area, stores ranked second in terms of number of visits, achieving an optimized cost per visit of 45% compared to the total cost per visit of the campaign.
In addition, the 22 stores distributed in the following areas Emilia Romagna, Marche, and Puglia recorded 35 % of total visits.
“The mobile strategy has now become an integral part of Miele’s omnichannel campaigns because it allows us to reach our target consumers near defined POIs thus optimizing drive-to-store campaigns. Locala’s technology and support have proven useful not only in the planning phase with PHD, but also by providing insights regarding online and offline consumer behaviors related to individual stores that are very meaningful to us and to our partners who have been able to test the potential of this solution.“
Andrea Scroccaro – Head of Marketing Communication at Miele Italia
“We are delighted that Miele and PHD have once again chosen to partner with us. I am extremely pleased with how the entire Locala team has demonstrated effectiveness and efficiency that made these results possible, obviously supported by technology that is unparalleled in the world of omnichannel campaign strategies.”
Benvenuto Alfieri – Italy Country Manager at Locala
“The four-handed collaboration we had with the PHD team allowed us to set up a strategy that best met the needs and KPIs of the Miele client. The results obtained confirm the importance of the implementation of tailor-made strategies, which Locala can provide with pre-campaign analysis and post-campaign insights, allowing the optimization of projects in the future as well.”
Daria D’Addazio – Sales Director of Locala Italy
About Locala
Locala is the world’s leading commerce media platform, leveraging consumer insights and location data to increase brand awareness, drive consumers to store, and deliver smarter business outcomes. Our proprietary technology enables local advertising and insights at scale, all while meeting the highest user privacy standards in the industry.
About PHD
PHD is the media, communications, and marketing agency known worldwide for its ability to innovate in planning and buying across all traditional and emerging media channels.
Founded in London in 1990 as a media planning agency, PHD now has more than 6,500 employees working in more than 100 offices in 74 countries.
Built on a culture of thought leadership, innovation, and creativity, PHD is now one of the fastest-growing communications networks in the world.
Innovation and creativity are also fostered through Omni Studio – a global collaborative platform that draws strength from across the PHD network – and Omni – Omnicom’s insight and precision marketing platform. The network holds the title Media Network of the Year 2020 and 2021 at the Cannes Lions International Festival of Creativity, M&M Global’s Network of the Year 2020, EMEA Media Network of the Year 2021 at the Campaign Awards, and is currently in the top four positions of the Warc Media 100 ranking, which selects the world’s most awarded agencies.
In Italy PHD is active in two locations, Milan and Verona.
PHD is part of Omnicom Media Group, a division of Omnicom Group Inc. (NYSE: OMC)