adcentricity case study
DESCRIPTION
A brief look into the digital location based Purina One campaign powered by Adcentricity.TRANSCRIPT
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PURINA ONE CASE STUDYADCENTRICITY
www.thelbma.com
August 2011 | Slide 1 of 5
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ADCENTRICITY BACKGROUND
August 2011 | Slide 2 of 5
• Location Based Digital Ad Network powered by AdVenue.
• Provides opportunity to engage a monthly audience of 555MM consumers in HD quality.
• Utilize standard and complex hypertargeting to deliver advertiser messages to venues and screens that meet their target audience profiles.
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CAMPAIGN OVERVIEW
August 2011 | Slide 3 of 5
• Purina ran a 15 sec ad on 305 screens in Walmart Smart locations within a 10- mile radius around city centers.
• Advertised its Purina One brand exclusively in Walmart.
• Special in-store displays were served as a complement to the ad campaign on the network.
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CAMPAIGN OBJECTIVES
August 2011 | Slide 4 of 5
To introduce revitalized branding and packaging to the Canadian market
Increase sales in both “full grown” and “puppy” categories
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CAMPAIGN RESULTS
August 2011 | Slide 5 of 5
Campaign Length: Dec. 2010- Feb. 2011
Number of active shoppers: 1 million
Ad plays: 6, 148, 800
Impressions: 8, 705, 312During and after the campaign, Purina achieved a double digit
sales lift.