Miele chooses Locala and PHD for their drive-to-store campaign “For a Better Future”
“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.
