Key markets were identified in which there was an opportunity to overtake the competition; becoming the champion brand in the category.​
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Iris was appointed to execute a “proof of concept” that would redefine this brand’s approach to media by tailoring every aspect of the campaign – from targeting to creative – through a hyper-local lens.​
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With an audience first approach, we reached consumers whose passions and needs aligned with the brand’s core value propositions. ​
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We used both expressed and non-expressed data signals to customize each media interaction. Consumers were nurtured with messaging that was tailored to their engagement with the brand, preferred language, position in the purchase funnel and proposition most likely to inspire action. Each touchpoint contained a subtle nod to their respective market and interests; which visually aligned the hyper-local aspect of the program to the targeting.​
Media activations were full-funnel, and included Influencer, Experiential, Paid Social, Video, Display, Native, Audio, DOOH and eSports sponsorships.​
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The results were positive even in the midst of a pandemic. We increased qualified site traffic from the local market by 10% and improved carrier store visitation; which ultimately increased sales and drove market share up by 4pts. ​
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