Objectives
To raise the profile of its Rotterdam showroom, Woonmall Alexandrium launched a campaign with two clear objectives:
- Attract as many physical visitors as possible to the showroom in Rotterdam.
- Achieve an engagement rate (CTR) of at least 0.15%.
Our approach
To effectively raise awareness for Woonmall Alexandrium, we launched a powerful location-based Footfall campaign that ran from January 1st to February 28th, 2025:
- Deployment of Digital Out of Home (DOOH) within a 40 km radius around the store.
- Strategic exclusion of locations such as supermarkets, drugstores, gas stations, and the store itself.
- Mobile display campaign using small IAB formats, also within the 40 km zone.
- Targeting interior design enthusiasts and individuals interested in home decor.
- DOOH sync: mobile retargeting of users who previously saw a DOOH ad.
- Display advertising via an inclusion list of high-quality websites focused on news, sports, weather, and home & garden.
Optimization strategy
Throughout the campaign, we actively optimized based on the performance per channel:
Mobile Display
- Implemented additional reach strategies to generate more traffic.
- Conducted A/B testing on UTMs to measure effectiveness.
- Disabled underperforming formats (970×250, 160×600).
- Removed publishers with low CTR.
- Added new premium deals.
Digital Out of Home (DOOH)
- Removed underperforming tactics, such as 40 km proximity targeting with short ad duration (6 seconds).
- Shifted focus to high-performing screens.
- Added new premium deals.
- Deactivated screens with no spending.
Results
- The full budget was spent, and the target of 7,500 visits was significantly exceeded with over 22,500 visits.
- The engagement rate reached 0.32%, well above the goal of 0.15%.
- A total of 462,716 unique users were reached.
Key Learning: Targeted advertising based on relevant interest areas, combined with DOOH sync, proves to be highly effective in driving showroom traffic.
What Woonmall Alexandrium says about the collaboration and results:
“Right after launching our first mJourney campaign, we were enthusiastic. The results exceeded all expectations. It’s also great that mJourney provides additional data insights, such as tracking actual visitors driven by the campaign. Based on the success of this first campaign, we’ve adjusted our media plan for future campaigns, placing greater focus on mJourney.“
Woonmall Alexandrium
