AdKaora, an international digital agency with full-funnel advertising solutions under the Mondadori Group’s MarTech Pole, has created a proximity marketing strategy outside Italy for Safilo Group, one of the most important companies in the eyewear market, to promote the Marc Jacobs eyewear line.

The purpose of the campaign, which went online in April and was managed together with OMD, Omnicom Media Group’s media agency, was to cover the entire customer journey, increasing brand awareness of the product line and stimulating drive-to-store for points of interest in France.

The AdKaora Creative Studio customised a rich and advanced media format with a highly interactive and innovative character to users a unique experience in discovering the brand. Using the Find&Go Now! interactive map, customers actually entered the shops, increasing footfall and passes by the shops where the product was sold.

The proximity marketing developed by AdKaora covered all steps in the funnel, from awareness to consideration to stimulating footfall in shops, through a mix of display formats, rich media and integrated channels that denote proximity.

The campaign recorded a 25.7% engagement rate thanks to the Find&Go Now! map and a 17.3% increase in shop visits.

 The complete success of this strategy was also due to inclusion of the Brand Lift Survey (BLS) tool by AdKaora and Hej! which relied on user interception and user activation to gather valuable information on the target audience tied to precise campaign objectives and KPI measurement.
The objectives of the BLS included:

• analysing brand consideration and brand favourability, i.e. the degree to which users prefer and favourably consider the brand and product;
• extracting more details on the target audience in terms of socio-demographics;
• analysing the perception of competitors;
• collecting insights and KPIs from the entire marketing funnel.

The advertising recorded a 50% increase in brand consideration and a 38%increase in brand favourability, confirming users’ positive sentiment towards the brand. Marc Jacobs also verified the product’s discriminating factors and learned a little more about the target group, such as geographic composition and brand perception amid the competition due to AI-integrated conversational marketing technology.