Summary
Leading US retailer Target partners with Verve to increase its mobile share of voice during the holiday season by crafting a strategic, multi-faceted plan and developing highly engaging creative executions with the goal of eliciting excitement among customers to shop at Target stores nationwide. Read about how Verve worked with its top premium publishers to establish exclusive mobile take-over opportunities and prime placements relevant to Target’s audience in this case study.
Objective
- Drive traffic to Target stores and increase sales volume per customer during the holiday time frame
- Amplify excitement around holiday sales periods including Black Friday and Cyber Week
- Create relevant and engaging customer experiences that contribute to brand recall and favorability
Results
- 1.03% CTR for rich media take-over
- 0.93% CTR for standard mobile banners
- 1.95% CTR on Black Friday
