Summits Yellow

Timberland drives footfall with location campaign through xAd

David Murphy

Timberland has released results from a recent proximity marketing campaign carried out in partnership with xAd, and media agencies Vizeum and Amplifi. The campaign aimed to identify a new audience of fashion- conscious, outdoor-loving, 18-34 year old city dwellers and entice them into the shoe brand’s stores and partner stockists to drive purchases of Timberland’s latest boots.

The campaign used xAd’s Blueprints technology, which draws polygons around specified points of interest, to enable Timberland to identify areas for precise proximity targeting to build highly relevant audiences.

Using location data, xAd identified target groups most likely to be in the mindset to buy footwear, drawing on intelligence from recent store visitation and real-time physical proximity to Timberland stores, as well as ‘urban stylist’ locations such as fashion stores and outdoor activity hotspots.

The results of the campaign were measured independently by a third party lift report, which allows brands to see the correlation between their digital campaigns and footfall data in the real world. The campaign drove a 6.2 per cent increase in visits to Timberland stores and stockists, with 20 per cent of visits occurring within 24 hours of exposure to the Timberland content.

“We are delighted with the results of the campaign,” said Timberland UK & Ireland marketing manager, Andrea Simmen. “Through leveraging xAd’s accurate location technology, not only have we been able to understand the impact of our mobile marketing on visitation to our stores and our stockists, but we have been able to engage key audiences with the most relevant messaging to them.”