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Knowing that 76% of our target like to receive promotional offers via mobile and are most likely to engage with video, we responded with a proximity video messaging campaign, across two streams.
The first, blast messaging, was targeted at student areas within a 5-mile radius of their nearest ASDA store. Secondly, we deployed a live messaging steam to target shoppers within a ½ mile radius of a Nisa store, this two-pronged approach was used to maximise reach. The message, which appeared on lock screen and within the SMS inbox, pushed a live discount with both of the retailers and was designed to drive into store or ASDA.com to purchase.
Over 110,000 messages delivered with 4.3% click through rate vs a 1.1% average benchmark for alcohol brands.