The success of the FMCG category in the Polish market hinges on balancing competitive pricing, standing out amidst intense competition, and tailoring communication strategies to evolving trends and sales channels. Hochland’s campaign serves as a prime example of how innovative marketing solutions can drive business growth and build a competitive edge.
Campaign goals
1. Business goal:
Increase foot traffic (footfall) to over 900 retail locations offering Hochland products.
2. Media goal:
Build engagement among individuals exposed to OOH ads to amplify campaign performance (CTR, VTR, and completed views) and convert OOH exposure into footfall. Advanced analytics supported these goals, enabling the measurement of OOH impact, footfall, and campaign effectiveness.
1. Business goal:
Increase foot traffic (footfall) to over 900 retail locations offering Hochland products.
2. Media goal:
Build engagement among individuals exposed to OOH ads to amplify campaign performance (CTR, VTR, and completed views) and convert OOH exposure into footfall. Advanced analytics supported these goals, enabling the measurement of OOH impact, footfall, and campaign effectiveness.
Campaign execution
The campaign adopted a synergistic approach, combining traditional OOH advertising with the innovative Retargeting OOH solution:
1. OOH advertising:
-Targeted the All 18+ demographic, reaching 1.4 million individuals near OOH placements.
2. Retargeting OOH:
-Identified individuals exposed to OOH ads and re-engaged them with targeted mobile ads in apps.
-Sequential messaging allowed Hochland to continue the story initiated by OOH, maintaining audience engagement and enhancing brand recall.
Key benefits:
-Extended communication: sustained engagement beyond OOH reach.
-Increased frequency: mobile ads reinforced brand recall through personalized messaging.
The campaign adopted a synergistic approach, combining traditional OOH advertising with the innovative Retargeting OOH solution:
1. OOH advertising:
-Targeted the All 18+ demographic, reaching 1.4 million individuals near OOH placements.
2. Retargeting OOH:
-Identified individuals exposed to OOH ads and re-engaged them with targeted mobile ads in apps.
-Sequential messaging allowed Hochland to continue the story initiated by OOH, maintaining audience engagement and enhancing brand recall.
Key benefits:
-Extended communication: sustained engagement beyond OOH reach.
-Increased frequency: mobile ads reinforced brand recall through personalized messaging.
Campaign Results
The campaign delivered outstanding results, surpassing expectations:
a. 8.28% increase in store visits from OOH advertising alone.
b. 27.63% increase in store visits when combining OOH with Retargeting OOH.
c. Synergy between OOH and Retargeting OOH resulted in a 330% boost in footfall generation compared to OOH alone.
d. Among users who clicked mobile ads, footfall increased by 43.9% – a 530% improvement versus OOH-only campaigns.
The campaign delivered outstanding results, surpassing expectations:
a. 8.28% increase in store visits from OOH advertising alone.
b. 27.63% increase in store visits when combining OOH with Retargeting OOH.
c. Synergy between OOH and Retargeting OOH resulted in a 330% boost in footfall generation compared to OOH alone.
d. Among users who clicked mobile ads, footfall increased by 43.9% – a 530% improvement versus OOH-only campaigns.
Key insights
The heat maps of ad engagement are shown in the screenshots below. They are based on the density of clicks on mobile ads within the Retargeting OOH campaign, which was conducted in alignment with the OOH campaign across various cities in Poland. The highest engagement was recorded in Warsaw, followed by Poznań and Kraków. Insights from this parameter allow future campaigns to focus on cities or regions with the greatest interest in the displayed ads.
Below is a visualization of the daily ad engagement density in Warsaw and its surrounding areas.
Additional data shared by Hochland & retargetingOOH.com:
-Consideration Index: 14.2% of users who saw the retargeting OOH ad clicked on it, exceeding the FMCG category average by over 4 times.
-CTR (Click-Through Rate): 6.3% of ad impressions resulted in clicks, more than double the average.
-VTR (View-Through Rate): 70.5% of users watched the ad to the end, demonstrating high-quality creative and precise targeting to the audience, delivered at the right time and place (via mobile app placements as part of the Retargeting OOH campaign).
-Consideration Index: 14.2% of users who saw the retargeting OOH ad clicked on it, exceeding the FMCG category average by over 4 times.
-CTR (Click-Through Rate): 6.3% of ad impressions resulted in clicks, more than double the average.
-VTR (View-Through Rate): 70.5% of users watched the ad to the end, demonstrating high-quality creative and precise targeting to the audience, delivered at the right time and place (via mobile app placements as part of the Retargeting OOH campaign).
Key Takeaways from the OOH & Retargeting OOH campaign:
1. In campaigns aimed at increasing foot traffic to physical stores, leveraging the synergy between OOH and Retargeting OOH significantly enhances effectiveness, driving over a 3x increase in OOH campaign efficiency.
2. Sequential actions enable greater consumer engagement, where individuals exposed to outdoor ads are re-engaged with follow-up ads on their mobile devices.
3. Increased ad frequency along the customer journey contributes to higher footfall.
4. Campaign analysis using heat maps provides brands with insights into areas of highest consumer interest, whether at the district, city, or regional level. These insights can be leveraged to optimize the planning of future advertising activations.
1. In campaigns aimed at increasing foot traffic to physical stores, leveraging the synergy between OOH and Retargeting OOH significantly enhances effectiveness, driving over a 3x increase in OOH campaign efficiency.
2. Sequential actions enable greater consumer engagement, where individuals exposed to outdoor ads are re-engaged with follow-up ads on their mobile devices.
3. Increased ad frequency along the customer journey contributes to higher footfall.
4. Campaign analysis using heat maps provides brands with insights into areas of highest consumer interest, whether at the district, city, or regional level. These insights can be leveraged to optimize the planning of future advertising activations.
The campaign results were commented on by the Marketing Director of Hochland and the CEO of RetargetingOOH.com:
Rafał Masiak, Marketing Director, Hochland:
"Marketing today is much more than building brand image and awareness – it’s about effectively driving sales. Through our marketing efforts in collaboration with retargetingOOH.com, we had a clearly defined goal that, thanks to a meticulously planned campaign, not only was achieved but exceeded our expectations.A key element of this success was the use of an innovative marketing tool based on precise data and advanced analytics, enabling us to optimize every stage of the campaign. Personally, I am extremely pleased with the results, which clearly demonstrate the high effectiveness of combining offline and online marketing strategies.This satisfaction is further amplified by the fact that embracing modern marketing technologies has delivered tangible sales growth for our company. This campaign is proof that investing in innovation yields measurable benefits and helps set new standards in marketing practices."
Piotr Zagórski, CEO, retargetingOOH.com:
"Retargeting OOH is an innovative solution that combines precise mobile targeting with outdoor advertising, enabling brands to significantly increase foot traffic to physical stores. Our technology not only provides data on footfall growth but also delivers detailed analyses of the impact of various media on campaign effectiveness.We operate on a global scale while offering hyper-targeting capabilities, such as at the level of specific visited locations, making us the ideal partner for brands striving to maximize ROI and achieve measurable results. The Hochland example is a testament to the effectiveness of our approach, which we also implement with some of the largest FMCG brands."
Rafał Masiak, Marketing Director, Hochland:
"Marketing today is much more than building brand image and awareness – it’s about effectively driving sales. Through our marketing efforts in collaboration with retargetingOOH.com, we had a clearly defined goal that, thanks to a meticulously planned campaign, not only was achieved but exceeded our expectations.A key element of this success was the use of an innovative marketing tool based on precise data and advanced analytics, enabling us to optimize every stage of the campaign. Personally, I am extremely pleased with the results, which clearly demonstrate the high effectiveness of combining offline and online marketing strategies.This satisfaction is further amplified by the fact that embracing modern marketing technologies has delivered tangible sales growth for our company. This campaign is proof that investing in innovation yields measurable benefits and helps set new standards in marketing practices."
Piotr Zagórski, CEO, retargetingOOH.com:
"Retargeting OOH is an innovative solution that combines precise mobile targeting with outdoor advertising, enabling brands to significantly increase foot traffic to physical stores. Our technology not only provides data on footfall growth but also delivers detailed analyses of the impact of various media on campaign effectiveness.We operate on a global scale while offering hyper-targeting capabilities, such as at the level of specific visited locations, making us the ideal partner for brands striving to maximize ROI and achieve measurable results. The Hochland example is a testament to the effectiveness of our approach, which we also implement with some of the largest FMCG brands."
Conclusion
Hochland’s campaign underscores the potential of combining offline and online channels to maximize marketing effectiveness. By leveraging the synergy between OOH and Retargeting OOH, the brand achieved a 330% increase in footfall efficiency, setting a benchmark for innovative marketing strategies in the FMCG sector.
For marketers seeking to elevate their campaigns, this case study is a testament to the transformative power of data-driven, synergistic advertising solutions.
Hochland’s campaign underscores the potential of combining offline and online channels to maximize marketing effectiveness. By leveraging the synergy between OOH and Retargeting OOH, the brand achieved a 330% increase in footfall efficiency, setting a benchmark for innovative marketing strategies in the FMCG sector.
For marketers seeking to elevate their campaigns, this case study is a testament to the transformative power of data-driven, synergistic advertising solutions.
*The original text was published in Polish by enjoyGrowth!
