In an effort to better understand consumer behavior, Shell, owner of Penzoil auto service stations, launched an in-app display campaign with the intention of boosting and driving ROI and targeted transactions.
The challenge for Shell’s agency, Ansira, was to efficiently execute, test and optimize the campaign while proving marketing success “after the click.” Working with YP to better understand the campaign’s impact, here is the media strategy the companies decided on:
- Custom polygons for all dealerships for media measurement and targeting
- Leveraged YPSM’s proprietary search + location intent signals to inform & enhance targeting:
- Auto Service search intent
- Conquesting
- R/F – Dayparting, Freq. Capping
- Custom Audience Segment
After running the campaign and integrating the results with YP Cartography, here are some of the takeaways they learned about consumers:
- Heat mapping on customer store visits illustrated that >70% of visits were outside of the 10-mile radius that dealerships thought the majority of customers came from.
- A 21-day post-campaign “look-back” (no media running) still saw a 4.23x higher store visit lift rate than the control group.
- The dealerships’ primary auto make/model audience targets over indexed consistently for locations but marketing messages drove over indexes in engagement behaviors (redemption, couponing, etc.).
