The challenge
Puma's goal paired brand awareness with in-store traffic across 18 shopping center properties.
The seasonal window was short. The flight ran only July 25th to August 25th.
Puma needed walk-throughs and online purchases in the same report.
The solution
1. Retail Media: Reach known shopping center visitors
Through a shopping center operator's retail media program, WiFi audiences from the properties became Retail Media for Puma.
Those shoppers were known visitors to the properties, not modeled guesses.
2. Retargeting: Combine audiences for seasonal creative
Adentro combined the shopping center audiences with Affinity Network audiences into one paid audience for back-to-school creative. That audience drove 83% of the walk-throughs.
The campaign reached 2.8M people with 10.2M impressions, earning 19,000+ engagements at a 0.18% CTR.
3. Walk-Through Rate™: Measure visits and online sales
Walk-Through Rate™ matched ad-exposed shoppers to verified visits at the shopping center properties, recording 4,996 walk-throughs. A separate pixel tracked 503 online sales.
Adentro estimated 3,060 in-store Puma purchases. Estimated in-store transactions are not the same as confirmed Puma store visits.
The results
- 5.63:1 overall ROAS, on a one-month back-to-school flight
- 4,996 shopping center walk-throughs, matched to ad-exposed shoppers
- 503 online sales, tracked by pixel
- 3,060 estimated in-store Puma purchases (estimated, not confirmed Puma store visits)
- 83% of walk-throughs from the combined shopping center and Adentro retargeting audience
- 2.8M reach and 10.2M impressions
- 19,000+ engagements at a 0.18% CTR