Challenge
For their 2011 campaign to promote Back to School deals, Target wanted to find an innovative, new way to deliver their weekly circulars to parents and to drive store traffic throughout the week. They turned to Microsoft Advertising and Phluant Mobile to create a solution.
Solution
Microsoft Advertising and Phluant Mobile developed the “Dynamo,” the first cross-device dynamic mobile circular that utilized a real-time data feed that dynamically optimized ad creative based on a combination of the user’s location and relevant local offers. The Dynamo leveraged targeted mobile web and in-app media to reach parents across MSN, MSN Travel, MSNBC, and Fox Sports.
Results
The Dynamo achieved high consumer engagement and interaction. The two-month campaign received over 250,000 views, and the e-circular yielded over 47,000 swipes/engagements from consumers with an average of 5.3 swipes per view – resulting in a total engagement rate of 18.8 percent, nearly 20 percent higher than the industry average.
Among those who interacted with the Dynamo, just over 22 percent of consumers – that’s nearly one out of four – signed up to receive SMS deals to their phone for later in-store redemption.
Of the 250,000 consumers who interacted with the e-circular, 56 percent spent at least 15 seconds in the ad, 40 percent spent 30 seconds, nearly a quarter spent over a minute in the ad unit, and all-up consumers spent an average of 40 seconds.
Download the Target Phluant case study.
