Hipcricket ‘Adds Life’ To Harman’s New York Flagship Store
The audio specialist liked what it heard from a geo-marketing campaign by the mobile platform and WPP media shop MEC.
High-end headphone and speaker retailer Harman saw a spike in foot-traffic for its main Madison Ave. shop this summer in a campaign that targeted male techno- and audiophiles between 18-34-years-old.
The campaign, which ran from this past June 30 through July 31, marked a turning point in the collaboration between mobile ad targeter Hipcricket and WPP Group media buyer and planner MEC.
When Hipcricket’s Ad Life targeting system picked up signals from phones showing that the demographic target were within a half-mile radius of the Harman store, they were served a rich media banner ad highlighting the retailer’s headphones and related audio gear to their mobile device. Those who clicked on the banner were then taken to a store locator and presented with a keyword to claim an in-store prize.
Turning Up The Attribution Volume
By providing Harman shoppers with a specific keyword, the shop and Hipcricket built an attribution model to determine campaign success. Through the attribution model designed specifically for Harman, the team was able to see that of the mobile consumers who clicked on the ad, 38% of them ended up walking into the store.
“Our goal was to increase store awareness and attribute in-store traffic to our flagship retail store through our mobile advertising efforts,” says Dave Spinato, Harman’s global director of digital and social media, in a statement. “Hipcricket’s end-to-end mobile marketing and advertising platform made it easy for us to justify our digital media spend ensuring our ROI and campaign goals were met.”
This was the first time Harman had used Hipcricket. The Bellevue, Wash.-based mobile ad tech company worked with MEC when Harman issued a request to help drive in-store traffic and the previous work it had done with the WPP unit provided enough evidence to Harman that they were the right match for the job, says Kate Farley, Hipcricket’s SVP of business operations.
New Store, New Life
In describing Hipcricket’s Ad Life tool, Farley says the platform is focused on driving and demonstrating engagement with mobile advertising across attributes like awareness, loyalty, and actual sales. Over the past decade, Hipcricket has employed Ad Life in more than 400,000 campaigns using text/SMS, 2D/QR codes, mobile websites, ad networks, social media and branded apps.
“Our technology sits on top of 10 years of data collected across every mobile channel that allows us to target the right person, at the right time, right location, on the right device,” Farley says. “We look at each consumer to see how they are engaging and optimize to ensure we are hitting the campaign objectives. In this case they were looking to attribute their mobile marketing and advertising spend to in-store traffic and sales.”
For the Harman effort, this campaign pulled in everything from Hipcricket’s arsenal, including SMS and QR codes to encourage consumers to enter the sweepstakes as well as the creation of a special mobile webpage. Hipcricket also served the targeted ads within a half-mile radius to connect nearby audio shoppers.
While mobile advertising has been a staple of Harman’s for a while, Farley declined to say whether similar work would be coming for the retailer’s other outlets.
“All in all, this campaign ran very smoothly because of the ability to target the right customers from the get go, and being able to optimize along the way,” she says.