Objectives
Hero was looking for a smart and targeted approach to communicate their message at the right time and in the right place.
- Campaign goal: Create awareness for the new snack Hero Goodies, part of the sub-brand Hero Between, by using video banners.
- Specific focus: Reach young mothers, especially mothers of children between 3 and 6 years old and new mothers.
Our approach
Together with Hero, mJourney developed a hyper-targeted location campaign, focusing on places that young families regularly visit.
Instead of broad targeting, we chose location-specific touchpoints, which increased the relevance and effectiveness of the campaign:
- Popular outing locations such as petting zoos, Code Playgrounds, and amusement parks.
- Daycares and nurseries.
- Store locations around baby and children’s specialty shops.
By combining GPS data, behavioral analyses, and demographic insights, we were able to show ads to the right audience, at the right location, and at the right time.
Optimization strategy
- Top-performing VTR publishers received additional budget allocation.
- Category targeting: focused on news, food & drink, and health.
- Location optimization: targeting tailored to places where young mothers are actually present.
Results
- The campaign spent the entire budget and achieved an impressive View Through Rate (VTR) of 60%, compared to 46% in the previous year.
- By focusing on young mothers and locations like Monkey Town and Ballorig, we perfectly aligned with the spring break – the moment when parents spend time with their children.
Testimonial client:
“The campaign aligned perfectly with the spring break – the moment when parents spend time with their children. The presence in indoor Code Playgrounds proved to be particularly effective.”
