The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Technology Open Mic Creative

Cheese and dairy supplier La Vaquita increases sales with S4M moment marketing campaign

S4M

|

Open Mic article

This content is produced by a publishing partner of Open Mic.

Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com.

Find out more

August 10, 2021 | 3 min read

La Vaquita is a household name for authentic cheese and dairy products in Houston and has been helping bring a unique touch of flavor and tradition to Hispanic cuisine in Texas since 1971. For more than five decades, the brand has been helping define how Hispanic cuisine is enjoyed in Texas with products that bring delicious, authentic flavor to everything they touch – from dishes prepared in home kitchens to chef-crafted culinary creations.

S4M reflect on their work for cheese and dairy suppliers La Vaquita.

S4M reflects on its work for cheese and dairy supplier La Vaquita

The strategy

La Vaquita’s digital agency Captura Group partnered with S4M to develop an insights-driven campaign using S4M’s drive-to-store platform to reach target consumers, with a dual purpose of increasing brand awareness and driving incremental store visits to supermarkets in the Houston area.

To effectively reach consumers, S4M created a custom mobile campaign targeting relevant audiences with engaging mobile ad units to convert mobile impressions to in-store visits by combining demographic data, location and online behavior. Target consumers were also given a limited-time promotion with an in-store coupon at a well-known grocery chain.

The process

In understanding La Vaquita’s target audience, S4M targeted Hispanic-preferring and bilingual women aged 18 to 49. Within this audience segment, the drive-to-store platform focused on those customers who were within geographic proximity of Houston stores.

Using its Dynamic Catchment Area tool, S4M located consumers within a 15-minute driving time of these locations and delivered branded video ads to their mobile phones. This included a dynamic store locator experience that integrated seamlessly with the user’s mobile maps application, providing directions to the nearest La Vaquita retail location.

The results

La Vaquita’s drive-to-store strategy generated impressive business results for the cheese and dairy brand, with over 90,000 incremental store visits across La Vaquita retailers. This resulted in a $1.30 cost per visit across all retailers and a $0.89 CPV for the co-op’s campaign key retailer.

Ultimately, S4M was able to deliver a significant 72% uplift in visitation compared to organic foot traffic, demonstrating a major return on investment for La Vaquita.

Discover the best tactics and strategies to increase consumer visits to your store locations.

Technology Open Mic Creative

Content by The Drum Network member:

S4M

S4M – The drive-to-store platform.

S4M’s aim is to help brands succeed, we want to see busy stores, popular restaurants and thriving car dealerships. We help our brand partners achieve their goals by delivering advertising that drives more customers to stores, dealerships and restaurants.

Our drive-to-store platform Fusio reaches local customers at a global scale, with advertising that’s tailored to every step of the customer journey.

We increase value from campaign spend by identifying people who are potential customers and making sure they are local and relevant to your business before placing an advert. S4M optimizes and reports on business KPIs like store visits and sales, and our results are always independently verified.

We were founded in 2011, by experts in advertising and marketing technologies, who wanted to help brands achieve their goals. S4M now has offices around the world, over 200 people make up our fantastic team, and more than 600 brands use our platform to drive customers to physical locations.

Find out more

More from Technology

View all

Trending

Industry insights

View all
Add your own content +