make guests go "ga ga"
Graco was launching its Gilt collection exclusively at Target, but it would only be available in 593 stores. So we needed to reach out and ensure the right guests knew about this collection.
create the pitter-patter of big sales
To drive awareness and sales of exclusive Graco Gilt collection.
cuddling up to the right guests
We first geo-targeted those 593 launch stores, speaking directly to the guests who mattered. But we could do more, so we refined the segments to only the people who were likely to shop baby items. And since these busy guests tend to live, work and play on their phones, we channel-targeted our message to mobile. We also aligned our ads to the available Target.com inventory in order to make sure every media dollar was well spent.
KEY SOLUTIONSproduct launch
0.49% CTR, 37%
higher than CTR benchmark
thousands & thousands of impressions, no waste
By making every impression count, we were able to increase the value of our reach, nearly achieving a 1-to-1 visit ratio. Plus, those highly meaningful visits clocked in at a CTR 37% higher than the benchmark, helping ensure Gilt grew big and strong.
graco the glit™ collection. find it only at target.