Overview
savi collaborated with Mondadori Group and L’Oréal Paris on a ground-breaking campaign to launch the Serum Le Duo product across Italy. The campaign leveraged savi’s advanced mobile couponing and proximity marketing solutions to engage shoppers at all stages of the purchasing funnel—from initial awareness through to in-store conversion.
Using targeted mobile interactions and a digital coupon incentive, savi helped to boost engagement, drive traffic to participating stores, and convert interest into action at the critical “last mile.”
Objectives
The primary goal of the campaign was to build awareness around L’Oréal’s new product, Serum Le Duo, while simultaneously stimulating consideration, intent, and action among consumers. By combining savi’s data-driven targeting and real-time mobile couponing capabilities, the campaign sought to move potential customers smoothly from awareness to purchase in a highly efficient, measurable way.
Execution
The campaign ran from September 24 to October 13, 2024, in collaboration with media agency Wavemaker Italy. The project included:
-
Cross-Channel Advertising: The team implemented a blend of custom display ads, social media placements, and the Stocard app’s click-to-web format, ensuring visibility across various platforms.
-
Targeted Mobile Coupons: savi’s digital coupons were designed to be easily accessible and redeemable directly at the point of sale, using precise data-driven profiling to engage nearby Esselunga shoppers.
-
Proximity and Behavioral Targeting: By leveraging savi’s proximity marketing suite, L’Oréal engaged with shoppers near participating stores, promoting both brand awareness and intent to purchase.
-
Enhanced Drive-to-Store Initiatives: Through collaborations and loyalty integrations, savi helped L’Oréal effectively stimulate foot traffic to Esselunga stores, increasing the likelihood of conversion.
1.7m
Esselunga customers reached
2.8%
CTR
7.1%
of all activated coupons redeemed in Essenlunga
“The campaign not only generated high levels of consumer interest but also reinforced the loyalty of Esselunga customers, proving that awareness, coupled with an effective in-store incentive, can lead to multi-channel engagement.”
Agostino Massara
Performance Media Manager, L’Oréal Italia.
Key Takeaways
-
Strengthening Last-Mile Conversions: savi’s mobile couponing technology proved critical in converting interest to purchase, capturing shoppers at the last mile of their journey and facilitating seamless in-store redemptions.
-
Data-Driven Consumer Insights: The campaign offered valuable insights into shopper behavior, which L’Oréal can leverage for future campaigns across other product lines and commercial functions.
-
Effective Use of Proximity Marketing: By targeting consumers within a specific geographic range of participating stores, savi helped maximise both foot traffic and conversion rates, showcasing the power of geo-targeted advertising in retail.
As savi continues to innovate, brands like L’Oréal can look forward to even more impactful strategies, using digital couponing and data-driven insights to meet their goals in a fast-evolving retail landscape.
