The challenge
John Hardy needed paid media judged on foot traffic first. Retail visits mattered more than clicks or impressions.
The same campaign also had to show its effect on ecommerce sales as a secondary KPI.
Digital targeting had to match the brand's digital OOH footprint.
The solution
1. Retargeting: Align paid social with the OOH footprint
Adentro ran paid ads targeted by zip code to align with John Hardy's digital OOH initiatives. The campaign flight delivered 9 million impressions.
2. Creative testing: Shift spend to the format that drives visits
The team A/B tested dynamic map carousels against static images and video, then shifted spend toward the format that drove more store visits.
3. Walk-Through Rate™: Measure store visits and online sales together
Walk-Through Rate™ matched ad-exposed people to device-verified, on-premise visits.
Meta pixel data separately tracked online purchases from the same audiences, covering both KPIs.
The results
- 11:1 ROAS, return on ad spend
- 138% walk-through growth, increase in monthly walk-throughs since launch
- 9 million impressions from the campaign flight