About the client
The client Kaas & Zo is a franchise formula selling cheese, with 21 shops across the Netherlands. The client has never used digital marketing before, their marketing activities were purely offline. It was the client’s first digital marketing campaign.
Kaas & Zo’s existing customer’ structure represents rather older generation. Due to this reason, the client wanted to extend its customer pool and approach the younger generation of potential clients.
Marqeting developed Multi-Advertising to meet local advertising needs of businesses with multiple physical stores. Multi-Advertising empowers advertisers to set up customized programmatic display campaigns for their individual stores. Each store has a dedicated budget, service area, banner and landing page. Instead of having to set up each campaign individually, Multi-Advertising generates these customized campaigns for you. It is the first and only solution empowering advertisers to run localized campaigns with central management.
From the 21 cheese shops, 12 shops decided to join the campaign. Using multi-advertising we set-up a customized campaign for each of these 12 stores. Every store was allocated a specific area in which their banners would be served. These areas corresponded with the service areas of the shops. Using a dynamic bannerset, a different shop and address was shown in the banner, depending on the location of the consumer. In order to compare the results of each store campaign properly, the client decided to allocate the same media budget to each store.
A very high click rate of 0,4% (as opposed to a general average of 0,1%) made this campaign a direct success. Statics showed that a broad target audience responded to the campaign, young and old. But the campaign also showed great offline results. The fact that only half of the stores joined the multi-advertising campaign provided a unique opportunity to compare revenue between the shops that joined the campaign and did not join the campaign. The first saw an increase in revenue of 5-6% compared to the same period a year before. The latter had no increase in revenue compared to the same period a year earlier.