About Imaginarium
Content Marketing
About the project
Imaginarium
Imaginarium is a company dedicated to the sale of toys founded in Zaragoza in 1992. In the last decade, it has acquired great relevance at the international level. Currently, Imaginarium has more than 300 stores in 35 countries.
The Imaginarium brand planned to launch a campaign focused on parents with babies under two years of age, with the aim of increasing its sales in the online channel and generating traffic to the point of sale in different target markets. Given Facebook’s targeting and geolocation capabilities, it was the ideal channel for the success of this campaign.
Imaginarium was a brand that had managed to generate high brand recognition in recent years, but its eCommerce channel was not important in its sales strategy. However, this channel has been gaining more importance in recent years. Due to the type of customer, it was important to link a digital marketing strategy with the measurement of physical sales that could be influenced by this online promotion.
Challenge and Objectives
Geo-Targeted Audience and Verified Data
The main challenge of the campaign was to be able to measure the impact of online campaigns on the sales results of physical stores. Due to the type of product that Imaginarium sells, and its presence at the brand level, many purchases end at the point of sale once the product has been seen and touched. That’s why, in this case, you can’t analyze the success of a digital campaign only with pure KPIs from the online world.
Strategy & Optimization
After the strategic approach of the campaign and a meticulous work of microsegmentation and clustering of hundreds of user segments, thousands of campaigns were launched in parallel with personalized messages according to the profile of the audience and their physical location on Facebook.
To do this, we established a radius around a selection of the brand’s main stores in Spain, Portugal and Italy. And we launched personalized campaigns to parents of babies who lived near these stores, with different messages if they had already been customers of the brand, to increase the loyalty of this audience.
Thanks to the cross-referencing of data, it was possible to obtain conversion data both online and offline, being able to know how many sales generated in store were influenced by the campaigns on Facebook and Instagram.
Results Summary
Conversion measurement: Thanks to offline conversion measurement, it was possible to demonstrate that one in five sales in physical stores had previously been impacted by an advertisement. By cross-referencing the client’s internal data with Facebook statistics, we can find out what impact the campaign has had on physical sales.
These points of sale, around which geolocated campaigns were launched, increased their volume of new member registrations by 40% compared to similar campaigns and compared to other centers that had not had campaigns around.
Customer base loyalty: In addition, as the campaign was focused on users who were already part of Imaginarium’s customer base, with creatives very adapted to their moment in life, online sales increased by 20%.
Conclusions
- Proprietary second-generation software: We use exclusive tools and proprietary technology to optimize campaigns in real time and boost 100% of our clients’ investment.
- Microsegmentation: The optimization work through the clustering of segments in social networks allows you to focus efforts where the best results are obtained.
- Customer loyalty: We take advantage of the enormous segmentation potential offered by social networks to impact our potential audience and retain our current customers.
- Effective geolocation: We use a radius of action to target targeted ads to different segments of your database, lookalike and parents, who live around these stores or are passing through.
- Cross-referencing On and Off data: By cross-referencing the client’s internal data with Facebook statistics, we can find out what impact the campaign has had on physical sales.
- Physical sales motivated by online marketing: We demonstrate the direct effect that a geolocated online campaign has on sales at a physical point.
Results
+40%
New Member Registrations
+20%
Online Sales
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