O&CC
Using highly targeted media to build brand and drive footfall
O&CC
Using highly targeted media to build brand and drive footfall
Brief
O&CC needed to increase awareness and footfall for its high street brands Cotswold Outdoor, Runners Need, and Snow and Rock. SHIFT was tasked with leveraging their existing outdoor audience insight and paid media expertise to enhance store visibility and drive incremental footfall traffic.
Insight
In our second year partnering with O&CC, we analysed the previous year’s campaigns to refine our strategy. Despite achieving cost-efficient reach in 2022, we shifted to more focused targeting to improve brand recall and awareness.
We recognised the need to focus messaging on the values of shopping in-store, supported by a brand campaign. Using data from Experian and campaign insights from 2022, we recommended focusing the campaign on fewer stores to maximise the impact of media.
Solution
We evolved our media strategy to include engagement-based KPIs, balancing awareness with objectives like site traffic and find-a-store conversions. National branding campaigns were designed to elevate awareness and consideration for the three brands, supported by geo-targeted activities to boost specific store footfall.
Facing increased competition from direct-to-consumer brands, and with a limited budget to promote three high-street brands on a national scale, SHIFT was able to leverage our expertise in digital media channels to plan and execute a national brand campaign to drive awareness and distribute the key brand messages.
Experience
The campaign featured high-quality video and display ads to underscore the brands’ premium quality. We aligned with contextually relevant media to increase visibility at crucial decision-making moments. Emphasis was placed on YouTube and paid social for measurable engagement, while programmatic Out-of-Home (OOH) advertising in strategic locations near stores efficiently increased footfall.
Results
The campaign resulted in a 5% year-over-year increase in national store footfall, with a 32.9% uplift at targeted stores. Brand awareness for Cotswold Outdoor rose by 2% and Runners Need by 57%. Enhanced support for 20 stores reversed declining footfall trends.
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