Awareness // B2C
Objectives
The objective of the campaign was to track moviegoers interested in the new Super Mario Brothers movie and subsequently target them with an offer to purchase Super Mario games at a discounted rate from the Nintendo E-Shop.
The primary key performance indicators (KPIs) included achieving high viewability, unique reach, and engagement rates within industry standards.
Campaign approach:
- Audience targeted: people that went to Super Mario Brothers movie
- Location- and time-based audiences collection and retargeting
Results
- CTR: 0.29%
- Unique Users: 94k
- Viewability 73%
To reach our key audience, we established a time-based list encompassing specific locations to track visitors to cinema theaters during the Super Mario Brothers movie screenings prior to the campaign launch.
Over a 15-day period, we collected a time-based audience, measuring 94k visitors. Once the campaign commenced, ads were exclusively served to this initial audience of moviegoers.
Our services contributed to exceptional campaign performance, targeting a specific audience with an above-average engagement rate of 0.29%. We observed that targeting users during weekends resulted in the highest growth in audience engagement. The overall viewability measured for the campaign duration was 73%.
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However, we identified that the initial targeting rules were overly strict, limiting available traffic and avenues for efficient optimization. To enhance performance and ensure consistent delivery in future campaigns, we recommend incorporating more targeting variety, such as a Look-a-likes strategy focusing on individuals with similar interests to those who visited cinemas during specific times.
Furthermore, targeting the audience of console players and retro gamers could positively impact the outcomes of future campaigns, given the high awareness of the Nintendo brand within the gaming community.
Are you interested in leveraging time- and location-based audiences in your campaigns?