CASE STUDY: Black & Decker increase footfall with mobile
Provided by Weve
Black & Decker successfully drive visits to B&Q for Father's Day using mobile targeting based on potential customers' locations
What was the Campaign Objective?
To drive awareness and footfall to selected B&Q stores offering the promotion which allowed consumers to purchase the Black & Decker Gyro 6.3v Lithium-ion screwdriver at the discount price of £39.98. A special promotion running for Fathers Day.
What was the Solution?
As Weve is a collaboration between O2, EE and Vodafone we have access to over 80% of UK mobile users. With the data insight into our various audiences we could identify confirmed fans of home- and gardening and DIY to then deliver location based SMS and MMS messages to these home owners.
What were the Results?
52% of recipients recalled the message.
77% were not previously aware of the offer.
10% were increasingly likely to visit a B&Q or the website.
(*Base, those who recalled the message.)
What were the Key Learnings of this Campaign?
"The precise targeting capabilities and efficient pricing impressed both us and the client and we are already planning our next campaign with Weve." Ruepal Aujila, Associate Director Universal McCann Birmingham.