At Day 2 of the Mobile Insider Summit, Kristin Ryba, Senior Marketing Manager, Product and Brand, Meguiar’s presented a case study on a campaign combining hyper-local targeting with rich media mobile brand assets. Mequiar's is a 3M-owned company that makes car care products.
Worked with its agency FRWD and mobile geotargeting platform PlaceIQ to focus on five markets mostly likely to be receptive. Because the business is very seasonal, it included markets with changing weather like Chicago and Cleveland. PlaceIQ helped the company find places where “auto moments” occur--locations with recent buyers of used and new vehicles, auto commuters and shoppers for accessories and services.
The seven-week campaign tested with two retail partners led to 118% lift in sales, or $1.31 of incremental sales for every $1 of investment overall. For the two retailers, tested against different controls, one had 6% lift and the other 1% lift. The key for Meguiar’s was be able to link the mobile campaign with sales. A prior mobile test that simply showed increased purchase intent wasn’t enough to convince company executives that mobile could deliver real results.