Mamas and Papas
Client
Mamas&Papas
Industry
Retail
Results
2.8 million digital impressions
over a 4 week period at Meadowhall and Arndale Shopping centres
600,000 impressions
delivered by Spotify and Dax across 10 regions during the Black Friday Audio campaign
67,323 impressions
delivered in a hyper-local DAX campaign for the High Wycombe Store Opening
How do you increase footfall to a national retailer during key retail periods such as store openings and Black Friday sales?
Mamas & Papas provide award-winning products for growing families over the last 40 years. They offer expert advice and sell a range of essential products from prams and pushchairs to clothing and nursery furniture.
The Ark has worked with the retail giants for several campaigns, raising awareness of new store openings, both standalone and concessions as well as key retail events such as The Black Friday Sale.
We have worked with the retailer across the UK on these campaigns from concessions in major shopping centres in Manchester and Sheffield to new store openings in High Wycombe, as well as national campaigns to promote sale periods.
Objectives
The objectives of the various campaigns have included:
- Raising awareness of new store and concessions opening in various retail estates
- Promoting the great deals offered by Mamas and Papas during seasonal sales such as the Black Friday Sales
- Producing and creating audio content for radio and Spotify campaigns as well as video explainers for a new product launches
Strategy and Execution
These campaigns have been predicated on short turnaround times and the need to drive potential Mamas and Papas customers into their stores at prime retail moments. The Ark Media has responded to these needs by formulating targeted media campaigns quickly to capture customers' attentions.
Tailoring the media strategy to each individual campaign has been fundamental to the success of these campaigns and driving footfall for new stores and for sale periods. Each campaign has been driven by a proximity to a store location, whether this be through utilising digital screens within a shopping centre near to a new store or through radio advertising to drive awareness across a locality.
Being informed by Mamas and Papas customer data and knowledge of their consumers' habits and behaviours, we have structured campaigns around targeting a particular demographic, namely females aged 25-44. Mamas and Papas understand this to be a core component of their customer base and as such it felt prudent to deliver this message to this group primarily.
Strategies have included:
-Dynamic digital advertising on rotating stands outside store locations to inform customers of the new concessions.
-Digital audio advertising which allows a targeted approach in terms of both geography, allowing particular postcodes and areas to be picked, and demographics.
-Tailoring audio advertising to each locality by using a regional accent to resonate with the audience.
-Creating informative and engaging scripts to accompany video for product launches
One of the creatives used on the digital screens within Meadowhall and Arndale Shopping centres (above), each screen generated an average of 350,000 impressions over the course of the campaign.
The tile (below) accompanied the Spotify advertisement which generated 60,000 impressions.
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