of visitors linked to new customers, continuous month on month growth of website visitors
average monthly sales increase from launch to campaign end
The challenge was to launch a building supplies concept owned by Fletcher Building called Snappy. Snappy is an online store with the purpose of delivering trade quality hardware at trade prices, to tradies, in under 2 hours, designed as the David to the legacy Goliaths of the building supplies market (such as Bunnings and Mitre 10).
Our strategic approach was centered around intercepting tradesmen - we used mobile data to do this.
We worked with Big Mobile to extract mobile data that identified people shopping at hardware and DIY stores (e.g. ITM, Placemakers, Bunnings, and Mitre 10).
We then added qualifiers to the data to improve targeting by delineating between tradie and DIYer: 10 or more visits to a building supplier within a month to qualify as a tradie. We then used this data to inform media placement.
For example site selected bus shelter posters in areas tradies were frequenting defined by geo location data, and digital prospecting and radio activity targeting tradies prior to the most common top up shopping time periods identified within the data
Continuous month on month growth of website visitors and sales, with over 70% of visitors linked to new customers.
ROI of $1.2:1
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