The goals
The goal of the campaign is to generate awareness and traffic to the event Markt Match. Markt Match is a pressure cooker event where teams from various disciplines are formed to solve a challenge, aiming to inspire young people to pursue a career in the food sector. The event targeted at 17 to 25 year olds with an interest in the food sector.
Our approach
- Use geo-fence technology to reach the right profile.
- Mobile users within the defined radius are served a banner.
The results
Market Match launched a campaign to generate awareness and traffic around the event. To target the right profile, several schools were selected to apply geo-fence technology. Using location and audience data, the campaign was designed to target the right audience. All mobile users within this radius were reached and served a banner.
The campaign was executed in three flights. In the first two flights, we targeted the selected schools and the audience of students aged 17-25 years in the Netherlands. These unique users were stored to be recognized on the open day, during the third flight. The first two flights performed according to benchmark standards, with flight 2 achieving the best results. By applying the learnings from flight 1 to flight 2, better results were achieved and more targeted optimizations were made. The CTR of flight 2 was five times higher than the average CTR of flight 1. Additionally, the gender distribution (male/female) was much more balanced compared to flight 1.
During the two flights, all mobile user IDs were collected to recognize them again during the event. On October 4th and 5th, a geo-fence was placed around the event, and 348 mobile users were identified who either had seen a banner (impression) or interacted with the banner (click).
