Case Study: Dodo’s experience with adsquare’s Real-Time Footfall Measurement
DoDo is a jewelry brand part of Pomellato Spa and the Kering Group founded in 1994 combining Italian artisanal savoir-faire with a new expression of prêt-à-porter jewelry, which conveys deep emotions and meanings.
In May and June of 2019 Dodo’s campaign goal was to create awareness for the new Nature jewelry collection in Italy, France and Germany.
The campaign run programmatically via the DV360 stack by Zenith in the three countries simultaneously using a mix of formats such as skin box, masthead and half-page. To verify the effectiveness in terms of “drive-to-store”, a multi-country display campaign was associated with a footfall measurement activity in collaboration with adsquare.
In these cases it is necessary to go beyond the traditional KPIs related to engagement such as views and clicks and measure the visits to the stores in real-time, in order to be able to constantly optimize the campaign while it is still in progress.
The integration between Google’s Campaign Manager and Display & Video 360 technologies and the adsquare measurement solution made it possible to compare the behavior of users exposed to the campaign with that of the unexposed and to evaluate the effectiveness of the campaign in terms of visits in store.
Thanks to this approach, it was possible to measure the value of digital investment in the last mile.
In one month 49 million impressions were delivered in all three countries, these generated 20% more CTR and led to 1,768 entries (measured, precisely, through the integration of adsquare with DV360), which translate into an uplift of footfall in store of +300%, calculated by comparing inputs made by those exposed to the ads and inputs made by non-exposed users.
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