As the Ice Cream popularity is highly dependent on weather and temperature, finding the right moment is vital. HB Ice Cream Ireland wanted to create awareness and drive sales of their Ice Creams at the most opportune time when the exposure would be most successful and customers were most susceptible to an ice cream message. When the weather was at its best HB wanted to implement a marketing campaign that reach the right audience at the right moment with ability to engage and react to it instantly. That meant getting their messages when the sun was out and temperature was at or above a certain temperature. HB Ice Cream also wanted to showcase and drive awareness of their new ice cream flavours and try to impulse brand engagement on social media platform.
- Drive Sales
- Customer Engagement & Experience
- Brand Loyalty
Using our Location based services, we delivered HB's message directly into the hands of the relevant audience on the days that the sun was shining. In order to do this, we monitored the weather both in real time and with forecasts so as to identify the perfect timing to 'thermally activate' the message. Messages were sent when the right temperatures were reached. This helped to minimize campaign wastage as coinciding messages with high temperatures streamlined the campaign. As such, a more efficient execution drove stronger results.
The campaign achieved a startling 80% recall showing that this union of mobile and profile with our technology allowed for a campaign of real relevancy that engaged consumers.
Of those 80% who recalled the message, nearly half (48%) purchased an HB ice cream after receiving the message. Real time campaigns with relevancy that drives real results.
HB Ice Cream successfully implemented iMOBMEDIA's real-time location-based SMS solutions by identifying the moment that matters to drive brand engagement and sales, representing 80% ad recall and 48% purchase rate.
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