The challenge
These Cinnabon locations sit inside shopping centers and outlet centers, with thousands of shoppers walking past each day. Geofencing can show that an ad-exposed phone entered the property, but not whether Cinnabon's ad, another tenant's ad or general foot traffic brought that person to the counter.
Cinnabon wanted to grow sales through paid media without paying to reach every shopper in the metro area.
The solution
1. Retail Media: Start with verified shopping center visitors
Through a shopping center operator's retail media program, Cinnabon started from the operator's first-party audience of people verified as visiting those centers.
2. Affinity Network: Add shoppers with a taste for dessert
Adentro paired that audience with Affinity Network audiences of people observed visiting baked goods, dessert and breakfast pastry spots.
Both audiences were extended to people with matching visit habits, with interest targeting layered on for desserts, pastry, outlet shopping, Cinnabon and food.
3. 30-day campaign: Run a 30-day product promotion
Cinnabon ran a limited-time product promotion for 30 days across the metro areas around 5 stores. Creative ran in three formats: one static image, one carousel and one video.
4. Walk-Through Rate™: Measure visits at the store, not the property
Cinnabon's guest WiFi recorded device-verified visits at the store itself. Walk-Through Rate™ matched people exposed to the ads against guests who later connected at a Cinnabon, separating store visits from general property traffic.
The shopper and Affinity Network audiences accounted for 52% of matched walk-throughs, and the static creative recorded the most.
The results
- 3.1:1 ROAS, over a 30-day campaign across 5 stores
- 4,593 walk-throughs, matched to the campaign at Cinnabon stores
- 4.1M impressions, delivered during the campaign
- 52% of walk-throughs came from the shopping center shopper and Affinity Network audiences