Categories Name : SPECIAL AWARDS
Sub-Category : Location-based or Proximity Marketing Campaign of the Year
Campaign Name : Mother Dairy increases booth footfalls using a hyper-local strategy
Mother Dairy, a leading dairy brand, faced declining booth footfall, prompting us to deploy a personalized strategy powered by Caliper(our in-house tool). To address this challenge, we crafted engaging content tailored to specific pin codes, combating shifting consumer behavior and lack of awareness around booth-centric offers. Our strategy focused on hyper-local targeting and the creation of 200 unique, personalized creatives for 100 selected booths. Through Caliper's integration with Google My Business, we automated discovery and onboarding of over 100 Mother Dairy booths, delivering enticing "booth only" offers on Ghee to consumers within a 1 km radius of each location. Booth selection was meticulous, considering factors like location and past footfall trends. Each creative showcased offers and products available at the nearest booth, dynamically generated by Caliper for maximum relevance. The results were exceptional: a remarkable 2% Click-Through Rate (CTR), surpassing industry norms by 300%. Most notably, Mother Dairy saw a significant 39% increase in booth sales, underscoring the success of our hyper-local targeting and dynamic content generation approach.