tap-to-site rate
average engagement time
incremental store visits
Category: Advertiser
Solution: Managed service
Region: United States
Opportunity
Crabbieʼs is a well-established UK alcoholic ginger beer that was looking to drive brand awareness in the US. They wanted to engage American consumers with a new ad campaign, enticing them to purchase Crabbieʼs beers from local stores.
Solution
Local markets were selected to align with “Crabbieʼs Week,ˮ where themed sampling events were hosted at bars and restaurants. For an omnichannel approach, a mobile ad campaign ran concurrently with radio spots.
Verve led the mobile ad campaign by targeting luxury drinkers, working professionals, and young individuals with a high discretionary income. The Verve team created unique audience segments, mapping mobile devices to homes to target consumers within a certain radius of each store. Tap-to-map creatives engaged consumers by displaying the nearest store based on their real time location.
Results
- 79,341 incremental store visits
- 5.25% tap-to-site rate
- 22 seconds average engagement time
About Crabbie's
Crabbie’s is a Scottish ginger beer brand, known for creating the “Original Alcoholic Ginger Beer.” It is owned by UK-based Halewood International Ltd and manufactures at Halewood’s plant in Liverpool. Crabbie’s began distribution in the US through St. Killian company in 2012.
