Having worked with Experian to identify their key customer audience groups, Maplin added AdSmart to their broadcasting mix to reach these households with pinpoint precision.
Targeting these households at a controlled frequency would provide Maplin with an efficient and effective way of boosting brand recognition and purchase consideration.
Objectives
Increase brand awareness & consideration
Increase purchase consideration and store visits
Top Line Results
Recall of the creative increased steadily from comparison to control (+36%) and from control to test (+14%), thus proving the positive effect that frequency and selective targeting can have on a campaign.
There were also positive uplifts in the perceptions of Maplin, giving evidence that those exposed to the AdSmart targeting and frequency were much more likely to rate the brand higher on key measures.
The AdSmart exposed audience was +15% more likely than the linear comparison audience to feel more positive about the Maplin brand and +9% more likely to make a purchase from Maplin as a result of the creatives.
For the full campaign detail and results, download the pack on the right hand side.
