With high-streets and shopping centers saturated with promotions and discounts, the challenge for all major retailers today is gaining cut-through and truly standing out. Though more crowded, the objective for brands remains the same, that’s for shoppers to see them, pick them and stick with them!
Faced with this situation, international beauty brand Kiko Milano decided to take matters into their own hands to drive visits to its stores in 3 countries: Italy, Spain and France. In order to do so, Kiko partnered with S4M to launch a series of 10 advertising campaigns throughout the year to target women aged 18 and older to increase visits across its 663 stores.
With Kiko Milano, S4M built a campaign to reflect the brand’s identity and stay true to their innovative spirit, while delivering a captivating and enjoyable digital experience. S4M’s proprietary ad formats enabled Kiko to engage shoppers and drive interactions with the brand through immersive ads.
To ensure successful engagements and conversions, S4M developed a unique strategy for each country by using real-time location-based targeting to reach shoppers on their favorite app, within a defined radius of Kiko stores. To maximize performances, DCO (Dynamic Creative Optimization) was used to provide them with the address of the nearest Kiko store. After clicking on the ad, they were then redirected to a map providing them with directions to follow.
This helped customers get rid of the unnecessary hassle of looking for the stores themselves all the while shortening the path-to-purchase and boosting incremental visits to stores.
The Kiko Beauty drive-to-store campaigns were a huge success among the targeted beauty shoppers in all countries. Overall, Kiko registered a 165% visitation uplift, demonstrating a high return on ad spend. Moreover, 67% of in-store visits across all countries were incremental, meaning that these visits would not have happened without the advertising campaign. In Italy alone, 80,702 incremental visits were generated as a result of these campaigns! Bravissimo!
“Collaborating with S4M seemed like a no-brainer. Thanks to their advanced drive-to-store offer, we were able to optimize in real-time towards incremental visits and measure the real impact of mobile ad-spend.”
Matteo Colombo – Media Manager – Kiko Milano
Winner of the Netcomm 2019 Award for “Best Campaign of the Year”
Winner of the Netcomm 2019 Award for “Best Beauty Campaign”