Janovic Paint & Home Decorating Stores
xTitle
Advertiser:
Janovic Paint & Home Decorating Stores
Year:
2019
Source:
OAAA
Product Category:
Retailers
OOH Format:
Digital bus shelters with slow-motion animation capabilities
Country:
USA
Objective:
How does a local paint and home decorating store expand its consumer base?
Janovic’s primary marketing efforts were focused on direct mail targeting their B2B clientele, and they had not used OOH as a recent ad medium. To expand the business, they wanted to shift
their focus and marketing strategy to the consumer side and chose OOH as the ad channel.
Budget: $10,000 and over
Target Group:
Strategy and Media Used:
A four-fold strategy was implemented:
1. Audience & Store Proximity Targeting – develop insights on Janovic’s target audience and select the highest indexing assets in the neighborhoods closest to the nine store locations in Manhattan.
2. Creative – use to showcase their partnerships with Benjamin Moore and Hunter Douglas. Janovic also teamed up with a local NYC artist to create ads that were vibrant and engaging.
3. Campaign KPI Measurement – conduct foot traffic research using consumers exposed to the OOH campaign versus consumers not exposed, plus precampaign and in-campaign measurement.
4. Amplification – add geofencing to deliver a synergistic mobile media message to the audience exposed to the OOH ads to further identify campaign exposure and engagement.
Results:
The foot traffic study revealed an overall increase in visitation rate of 35%.
The mobile geofencing produced over 2,000 additional website visitations as a result of the digital engagement the OOH ads helped produce. A majority of the mobile impressions were served to A25-54 audience and the mobile ads produced the highest CTR among the 55-64 age group.