Marcolin– a long period Proximity Marketing strategy
A successful and multi-country proximity marketing strategy
Marcolin, world leader company in eyewear sector, opted for a long period and multi-country proximity marketing strategy, customized on brand’s needs, the goals of which were to increase footfall in the stores involved and to promote the launch of the new Swarovski eyewear products.
Marcolin and Swarovski: a marriage of excellence and icons
Since 1961 Marcolin distinguishes itself for the ability to combine craftsmanship with advanced technologies through the constant pursuit of excellence and continuous innovation. A world leader in the eyewear sector, it designs, produces and distributes exclusive sunglasses and eyeglasses for important brands and one of these is Swarovski. The vision of the founder, Daniel Swarovski, to create a diamond accessible to all, also takes shape in the new Eyewear collection, which is inspired by the brand’s hugely popular and iconic jewels and reinvents them in fascinating sunglasses and optical frames.
Brand Awareness and Drive to store
Campaign goal was mainly focused on increasing footfall in the stores involved, thanks to a strategy that during 2020 has been reformulated on brand’s needs and on the message to share.
Display geolocal formats mix + Find&Go Now! and footfall analysis
In the first phase of the strategy, the priority was to support retail, using personalization as a key point, that is, the diversification of the message within the ad to maintain consistency in the post click. After mapping the boutiques and optical stores in Italy, France and Spain together with the brand, we planned a geo-localized campaign that included a mix of display formats, the creativity of which was customized according to the target: one for users with a boutique target, which invited users to discover the collection of sunglasses, and one to optical shops target, to also discover eyeglasses.
This strategy was preceded by an initial A / B test with dynamic creativities of the respective targets, and followed by several Find & Go Now maps, a proprietary technology, which provided users for a branded map that shows, after the user’s localization authorization, the nearest point of sale and directions to reach it.
In the second phase, focused on communicating the launch of the new collection, the goal was to increase reach as much as possible, avoiding the geographical dispersion of a national campaign for a product with selected distribution. The planning envisaged a campaign with a mix of formats, geolocated around the points of sale indicated by the brand, and a unique creativity focused precisely on the new product, not only on the countries already included in the first phase (Italy, France and Spain), but also UK and Germany.
Great results for visitation uplift and visit uplift in all the Country involved.
Among the KPI monitorated in the detailed footfall analysis, one particularly stands out: a visit uplift that includes all the stores higher than 73.000 visits, and a visitation uplift rate between 26% and 94% depending on the Country.