Hoover

CLIENT:Hoover

By indexing activity on the campaign, we were able to identify postcodes where audiences were most engaged. This allowed us to increase campaign activity to deliver Out of Home ads around locations with the strongest performance.

the Brief

HooverCandy UK continue to change the perception of the Hoover brand from being traditional too innovative and stylish. To do this they are taking an innovative modern marketing approach, using data to drive advertising strategy and decision making.

They wanted a campaign to promote the Hoover H-Free C300 and H700 Cordless Vacuums and enhance brand reputation.

We recognised that brand recognition would have most impact and reach using a combination of cross-device rich media and Out of Home. We created a collaborative programmatic campaign, using the same platform to buy all inventory. By indexing location activity on the campaign on a daily basis, we were able to identify postcodes where audiences were most engaged. This allowed us to increase campaign activity to deliver Out of Home ads around the postcodes with the strongest display performance. This aligned delivery to where interest was at its highest, and minimised wastage.

our focus

DOOH buying was informed in real time by digital display activity.

We monitored interaction in display by postcode, and focused DOOH buying to any postcode that over indexed. This aligned delivery to where interest was at its highest, and minimised wastage.

The Results

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The campaign was a real success, with large volumes of traffic was sent to all retail partners as well as the hoover site. Activity was highest in city regions, which correlated with where Hoovers target demographics are based.

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Digital advertising was extremely effective in supporting the TV spend. Throughout the campaign, all digital activity and click-through rates were well beyond benchmark figures.

(UK Managing Director)

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