The mono-investment in the web marketing campaign has returned excellent results. UniEuro conquers Rome with Microsoft Advertising.

Transcription

1 The mono-investment in the web marketing campaign has returned excellent results. Gianmarco Molinari, Marketing Director UniEuro UniEuro conquers Rome with Microsoft Advertising The UniEuro web campaign, highly localised according to GRP rationale, helped to strengthen brand values and increase sales. Primary consumer electronics retailer, UniEuro, was able to interpret changes in the market and become one of the leading retail distribution chains in Italy. Microsoft Advertising managed to identify the appropriate tools for enabling the business to speak to its customers and steer them towards points of sale. Key Facts Core Target: men and women living in Rome, aged 18 to 49 Obiettivi: Brand Awareness, increase in sales UniEuro Retail IT Case Study

2 Success factors: localisation and extensive reach UniEuro and its special relationship with the market The key to UniEuro s success is a strong presence in the territory. The points of sale, distributed both in the retail centres of large cities, and in the outlets of smaller urban centres, ensure constant contact with customers and allow UniEuro to establish a relationship of lasting trust. It is therefore crucial to identify the appropriate tools that enable the business to speak to its customers and steer them towards points of sale. During the 12 days of the campaign, UniEuro had a constant online presence on the channels of the Microsoft Advertising network with engaging formats targeted to impact users living in Rome. On average, the message reached almost 2 million consumers 8.4 times; more than 1.5 million of which belonged to the core target. STORES 96 VISITORS UniEuro - Retail IT Case Study 2

3 The campaign objectives: LOCALISED ACTIONS Intervene with localised action in order to grow within the territory in a strategic and targeted way Bring logics and metrics typical of investment in traditional media to the web Establish how Internet campaigns planned with GRP logic impact the Brand s primary KPIs WEB OPERATIONS IMPACT OF INTERNET ON THE BRAND UniEuro - Retail IT Case Study 3

4 The campaign: creativity and strategic planning Full-Time Sponsorships Reach and technology of the Microsoft Advertising network, together with creativity of scheduled advertising, were the factors for the success of the Rome-targeted promotion. Messenger, reached 1.1 million consumers in four days; more than 61,000 (5.4%) of which were exposed for 1.3 minutes. 3,839 consumers viewed the ad in full screen HD. In four days, full-time sponsorship of the MSN homepage reached 345,000 consumers; more than 25,000 (7.38%) of which were exposed for an average of 5 minutes. The campaign promoted the UniEuro offer, which incentivised the customer with the free gift of a beauty session/workout when spending 50 euros in one of the chain s points of sale. Full-time sponsorship of the Today Page on Windows Live UniEuro - Retail IT Case Study 4

5 High impact formats for effective communication High impact rich media ads were used on Windows Live Messenger and Windows Live Hotmail. In just three days, the super expanding half banner on Windows Live Messenger was seen by more than 1.2 million consumers for an average exposure of 3 minutes and was clicked more than 33,000 times. The 2 days of expanding half banner with HD video full screen on Windows Live Messenger was seen by almost 400,000 consumers of which over 6,000 viewed the ad in full screen HD. Furthermore the expanding header on Windows Live Hotmail reached over 320,000 consumers in a single day for an average exposure of 3 minutes: record numbers for UniEuro and Microsoft Advertising. UniEuro - Retail IT Case Study 95

6 From strategy to results: MetrixLab research The quality of the campaign had an immediate return, with results affecting both the offline metrics and the physical network, in terms of customer traffic and sales. MetrixLab research carried out for UniEuro illustrates how the campaign enabled an increase of the brand s Top-of-Mind Awareness (+125%) and of the key parameters that describe the way users perceive and live the UniEuro values. In particular, metrics such as Buying Consideration and Buying Intent grew by 42% and 11% respectively among the core target: men and women living in Rome, aged 18 to 49. TOP OF MIND + 125% BUYING CONSIDERATION + 42% BUYING INTENT + 11% Buying Consideration When wanting to buy an electronic product, would you purchase it in a UniEuro store? pts There was a growth of 42%, equivalent to 15 additional points. UniEuro - Retail IT Case Study 6

7 Buying Interest pts Would you (still) buy from UniEuro? Certainly Very likely There was a growth of 6%, equivalent to 3 additional points. Brand Favourability How would you rate your opinion of the UniEuro brand? pts Very positive Positive There was a growth of 16%, equivalent to 9 additional points. Recommendation How willing would you be to recommend UniEuro to friends and relatives? Very willing Willing There was a growth of 5%, equivalent to 3 additional points. pts UniEuro - Retail IT Case Study 7

8 Message Association Do you associate this message with the UniEuro brand? pts There was a growth of 75%, equivalent to 12 additional points. UniEuro - Retail IT Case Study 8

9 Measurement of the campaign s success With the help of Microsoft Advertising, UniEuro continues on its path towards innovation with the strength of its monoinvestment in a web campaign that generated excellent results. The following GRPs were expanded: 397 for Rome in general (47% coverage) and 677 for the core target (80.5% coverage). In just 12 days, users acted on the ads more than 300,000 times, and the number of consumers reached was almost 2 million, 8.4 times on average. UNIQUE CONSUMERS REACHED ACTIONS GRPs FOR ROME IN GENERAL 397 (47% COVERAGE) GRPs FOR CORE TARGET 677 (80.5% COVERAGE) UniEuro - Retail IT Case Study 9

10 The spread is around 20 points; therefore massively above expectations. Another interesting finding is the low impact on e-commerce: the result of the type of promotion used. We can conclude that the mono-investment in the web marketing campaign with Microsoft Advertising has had excellent results: results that have had an enormous impact on our physical network. Gianmarco Molinari Marketing Director UniEuro You dream it. We deliver it Microsoft Corporation. All rights reserved. Microsoft is a trademark of the group of companies of the same name. advertising.microsoft.com/italia UniEuro - Retail IT Case Study 10