Objectives
Sneak (energy drinks) aimed to increase the rate of sale in selected Tesco stores across Northern Ireland. The focus was not on online reach, but on driving qualified footfall and achieving a measurable sales uplift in-store.
Our approach
mJourney deployed a data-driven mobile footfall campaign centered around 20 Tesco locations:
- Hyper-local targeting: Radius and proximity targeting (500m/1km) around stores and along key commuter routes into Belfast.
- Mission-driven timing: Focus on “Meal Deal” occasions (lunch: 11:00–14:00 and morning commute: 07:00–09:00).
- Audience alignment: Targeting gamers, young professionals, and blue-collar workers with creatives such as: “Level up your lunch – Available at Tesco”.
- Test & Control: Mid-flight, the budget was concentrated on 10 focus stores to isolate the impact of concentrated media spend against the rest of the estate (the control group).
Results
The campaign significantly outperformed all benchmarks:
- Store visits: 18,548 visits delivered (8x more than planned).
- Efficiency: A CPV of just £0.53, representing a 92% reduction versus the forecast.
- Sales Uplift: In focus stores with complete data, Sneak sales increased by an average of +20% in the two weeks following the campaign, remaining stable at +16% in the subsequent period.
Key learnings
- Focus pays off: Shifting budget to the 10 best-performing stores led to a directly provable increase in the rate of sale.
- Quality > Quantity: Higher footfall did not always result in higher sales. Success depended on the right “match” (e.g., urban hubs and lunch-driven locations outperformed general grocery stores).
- The Commuter Effect: Awareness was built in residential areas, but conversion (sales) took place in the city near workplaces or universities.
- Sustained Effect: The sales uplift lasted up to two weeks post-campaign, indicating repeat purchases and Sneak becoming part of the Tesco shopper’s regular repertoire.
The partnership between Sneak, Tesco, and mJourney proves that location-based display does more than just drive footfall; it is a powerful tool for delivering direct and measurable store-level sales growth.
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