OGX
The Challenge
We needed to help develop strategic “go-local” campaigns that were hyper-targeted to specific localized brand initiatives. These campaigns were often funded with local dollars which meant they had to be tied into specific sales strategies.
The Solution
Develop locally-based opportunities to stand out in the market, while also ensuring each dollar drove through to sales channel opportunities.
Non-traditional media selections:
In each case we tried to select demographically targeted non-traditional formats and opportunities to see the message in ways you wouldn’t expect.
Targeting Analytics:
We adjusted spending levels to target consumers via in-market data, including zip code targeting and in some cases, CRM lookalike data matching.
Multi-funnel approach:
In many cases we worked with local teams to ensure our media strategy reached across various parts of the sales funnel, as well as complemented other national, regional and localized initiatives.
The Results
3.8%
Churn rate nationally – dramatically beating targets
18-25%
Average estimated market lift during go-local initiatives
600,000
Wireless net additions for Mexico initiative, of which go-local played a significant role
Sonic Automotive
First Watch