La Vaquita is a household name for authentic cheese and dairy products in Houston and has been helping define Hispanic cuisine in Texas since 1971.
Captura Group partnered with S4M to develop an Insights-Driven Campaign using S4M’s drive-to-store platform to reach target consumers, with a dual purpose of increasing brand awareness and driving incremental store visits to supermarkets in the Houston area.
We created a custom mobile campaign targeting relevant audiences with engaging mobile ad units to convert mobile impressions to in-store visits by combining demographic data, location, and online behavior. Target consumers were also given a limited-time promotion with an in-store coupon at a well-known grocery chain.
In understanding La Vaquita’s target audience, S4M targeted Hispanic-preferring and bilingual women aged 18-49. Within this audience segment, we focused on those customers who were within geographic proximity of Houston stores.
Using our Dynamic Catchment Area tool, consumers located within a 15 minute driving time of these locations were delivered branded video ads to their mobile phones. This included a dynamic store locator experience that integrated seamlessly with the users’ mobile maps application, providing directions to the nearest La Vaquita retail location.
This strategy garnered over 90,000 incremental store visits across La Vaquita retailers, resulting in a $1.30 cost per visit across all retailers and a $0.89 CPV for the co op’s campaign key retailer. Ultimately, we were able to deliver a 72% uplift in visitation compared to organic foot traffic, demonstrating a major return on investment for La Vaquita.