h e y h i h e l l o

Driving footfall through hyper-local mobile display

Quick jumps.

The Challenge The Solution The Results

Taylor Wimpey is a FTSE 100 national house builder providing a variety of products across multiple regions, sites and locations. With a reputation for quality, they are one of the most recognised new build property specialists the UK.

Capabilities:
  • Footfall
  • Media
Sector:
  • Programmatic
  • Property

2.27x
incremental uplift

in footfall

40 mins
dwell time

per exposed visitor

£14
cost per

additional visitor

The Challenge.

The property market has remained highly competitive amidst external economic pressures; resulting in Taylor Wimpey needing increased footfall to their housing developments sales and marketing suites across the UK.

We were asked to go beyond traditional online conversion metrics such as site interactions like downloads, or phone calls, and instead were tasked with driving incremental footfall to a number of Taylor Wimpey developments.

Crucially, we were tasked to then increase the dwell time on the actual developments themselves for the target audience to demonstrate lead quality as well as quantity.

Key Performance Goals:

  • Drive measurable footfall
  • Increase dwell time

The Solution.

Working with Taylor Wimpey we identified audiences with a high propensity to move home in the near future. Targeting featured a variety of data metrics from geo-fencing, to duration of current address, life-stage analysis, and financial means/eligibility.

The solution would focus on leveraging Space & Time’s proprietary mobile-targeting technology – PrecisionM, developing a strategy for targeting these in-market ‘house mover’ audiences and could then accurately measure the footfall uplift.

 

To provide transparency to Taylor Wimpey and ensure reliable attribution and ROAS, the overall
in-market audience was split into two distinct groups;

– The exposed group who were shown the Taylor Wimpey ads.

– The control group, who were not.

To monitor the analytics and provide insight, mobile devices were tracked and analysed to measure against the key KPIs of both footfall uplift and dwell time.

The Results.

2.27x Incremental uplift in footfall

Not only did we increase footfall and dwell time to 40 minutes from users exposed to the campaign, but we also provided full transparency on the campaign results: we were able to deliver performance by creative sizes and by development.

Winner UK Biddable Media Awards: Display Campaign of the Year

Our targeting went beyond mitigating wastage, to an extensively diligent approach, enabling us to be extremely relevant and effective, working to target users who were likely to have a high propensity to move home in the near future despite the disruption to the market.  We further broke this down into audiences who were likely to be interested in specific types of purchases – for example ‘Help To Buy’, ‘Downsizers’ or ‘First Time Buyer’ audiences.

£14 Cost per additional visitor & 40 mins dwell time per exposed visitor

Different audiences were applied to each development based on their key characteristic: e.g. a development with lots of family features had ‘family home mover’ targeting applied. This not only facilitated the best possible use of creative messaging, but the granular audience segmentation subsequently provided greater optimisation for retargeting.

Our work and results.

Immaculate Vegan

Supercharged growth, fueled by carefully planned expansion into the US

  • +40% Revenue
  • +64% Paid Media revenue

Avant Homes

Less Moving, More Living

  • -41% Cost Per Enquiry
  • -56% Cost Per Reservation
  • +15% CTR vs industry benchmark

Caffé Nero

Utilising SEO to drive footfall

  • +315% Store Listing Viewing
  • +97% Discovery searches
  • +57% Organic traffic on store pages

Funko

Impact of implementing Search Tracking

  • 71% lower CPA
  • 4.3x higher
  • 4.96 ROAS

Anchor

Care Home Recruitment Campaign – LinkedIn Advertising Strategy Utilising Message Ads

  • 534,219% increase
  • 109 job applications
  • 23% increase

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