0
of visitors linked to new customers, continuous month on month growth of website visitors
0
average monthly sales increase from launch to campaign end
Challenge
The challenge was to launch a building supplies concept owned by Fletcher Building called Snappy. Snappy is an online store with the purpose of delivering trade quality hardware at trade prices, to tradies, in under 2 hours, designed as the David to the legacy Goliaths of the building supplies market (such as Bunnings and Mitre 10).
Solution
Our strategic approach was centered around intercepting tradesmen - we used mobile data to do this.
We worked with Big Mobile to extract mobile data that identified people shopping at hardware and DIY stores (e.g. ITM, Placemakers, Bunnings, and Mitre 10).
We then added qualifiers to the data to improve targeting by delineating between tradie and DIYer: 10 or more visits to a building supplier within a month to qualify as a tradie. We then used this data to inform media placement.
For example site selected bus shelter posters in areas tradies were frequenting defined by geo location data, and digital prospecting and radio activity targeting tradies prior to the most common top up shopping time periods identified within the data
Result
Continuous month on month growth of website visitors and sales, with over 70% of visitors linked to new customers.
ROI of $1.2:1
Dentsu New Zealand "FreshChoice: Aid Aisle"
FreshChoice's approach to the Kepler Challenge sponsorship exemplifies innovation in action. By reimagining sponsorship beyond traditional norms, they not only enhanced participant experience bu...
Dentsu New Zealand "Movember"
Movember, the global movement focused on men's health, has been a powerful force for change, driving conversations and raising awareness around critical issues like prostate cancer, testicular c...
TVNZ+ It's free, but it could cost you"
Dentsu Creative
TVNZ, New Zealand's largest TV network, needed to rebrand its reimagined streaming brand, moving the platform from a 'catch up' on-demand service to a streaming destination.
Countdown CEM "Certainty Engine Marketing"
Dentsu Media
Consumer behaviours have changed since 2020, especially when shopping online, so we created a bid strategy based on "certainty".