CASE STUDY
How Timberland used location data to inspire urbanites to take their own outdoor adventures
Timberland’s goal was to maximize the opportunity for audiences to engage with their content across key touch points and drive visits to their stores and partner stockists. Campaign goals were successful building audiences and deliver contextual, experiences based on real-world behavior.
Location solutions
Audience and Visitation Data identified audiences most likely to be in the mindset to purchase footwear, based on recent store visitation and physical proximity to Timberland stores, Timberland stockists, and competitor stores.
Dynamic Ad Creative was used in the mobile creative to display the distance and the direction of stores, enabling Timberland to harness the power of location intent.
Audience Targeting helped the brand step up and claim the ‘urban stylist’ crown, by building an audience of fashion-conscious city dwellers and outdoor enthusiasts based on point of interest visitation to fashion stores and outdoor activity hotspots in order to increase content engagement. A super-landing page gave users quick access to relevant content, while rich media creative reached Timberland’s desired audiences with engaging creative and video content.
Real Results.
Overall, the campaign based on proximity drove an incremental store visitation lift of 6.2% to Timberland stores and stockists, with 20% of visits occurring within 24 hours of exposure.
Targeting audiences who had visited an outdoor activity location was an effective audience for Timberland, with the rich media engagement rate at 6.21%, which is 12% above the campaign average for rich media units.
Those exposed and engaged within close proximity to stores drove a 52% secondary action rate above benchmark.
