How a hardware brand hit 54% ad recall and a 157% lift in store visits
A hardware brand needed proof that its out-of-home campaign — bulletins, posters and place-based fliers aimed at Hispanic males — was driving foot traffic, or future outdoor ads were off the table. Geofenced surveys triggered the moment panelists walked by an ad found 54% recall, a 34% increase in purchase intent and a 157% increase in store visitation against a non-exposed control group.
- Client
- A major hardware brand
- About the client
- A major hardware brand — named only that way in the source — running an out-of-home campaign at malls, gyms, movie theaters and convenience stores, targeted at Hispanic males.
- Solution
- Point of Emotion® survey, Surveys On The Go®
- Challenge
- Show a significant foot traffic spike at each retail location as a result of the campaign, or future outdoor ads come off the table.
- Method
- Geofenced surveys triggered the moment a panelist walked by an ad, with their responses compared against a control, non-exposed group, for the agency working with the client directly.
- Result
- 54% of consumers recalled seeing the ads, and in-store visitation rose 157% after exposure.
You sell hardware.
And, for the latest out-of-home campaign, your target is Hispanic males. You’d like to know how well they’ve received the new ads. Are these ads impacting product sales? Right now, the ads are at malls, gyms, movie theaters and convenience stores… So, what’s working—and what isn’t?
You don’t know.
But, you need to find out. And fast. Because if you can’t show a significant foot traffic spike at each of your retail locations, as a result of the campaign, future outdoor ads are off the table.
This major hardware brand needs answers.
To get them, they want to talk with a validated, representative consumer panel. It’s the only way to capture in-the-moment insights for their target audience. With that data, they can measure brand lift, purchase intent for hardware—and expand their out-of-home campaigns—where appropriate.
We used Surveys On The Go® (SOTG).
As the nation’s largest, highest-rated consumer panel, SOTG surveys consumers in real-time. Here, we sent a Point of Emotion® survey, the moment they walked by an ad. Then, the app compared their responses to a control, non-exposed group. From there, we measured brand lift and recall.
And, because it’s an app, the client got:
Raw, emotional feedback
Panelists shared which ads were most effective, and why.
Geo-targeted insights
The out-of-home ads were geofenced to validate consumers.
Accurate data
Panelists were spoken to in real time, and validated via the SOTG app.
From recall, through purchase intent, to the store.
- A variety of formats were studied: bulletins, posters, and place-based fliers.
- The out-of-home ad was effective at driving incremental traffic to stores.
The ads worked to capture attention and drive awareness in the category.
Foot traffic was measured, along with brand lift. The agency, who worked with the client directly, was able to show how their creative was driving real, measurable results.
The ad sparked healthy levels of purchase consideration for the hardware product.
About the client
The source describes this client only as a major hardware brand, running an out-of-home campaign — bulletins, posters and place-based fliers at malls, gyms, movie theaters and convenience stores — aimed at Hispanic males, with an agency working with the brand directly. Neither the published story nor the case-study PDF names the brand or the agency, so no names are given here.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Prove the billboard moved someone into your store.
Geofenced Point of Emotion® surveys reach panelists the moment they pass the ad, then measure them against a control group that never saw it — recall, brand lift and the visit that followed.
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