LEGO Case Study

Objective:

Hivestack partnered with their agency Initiative to activate LEGO’s cross-channel, multi-market and award-winning campaign called "Rebuild the World'' in the Italian market during the holiday season.

Programmatic DOOH was leveraged to improve brand awareness and brand recall for a variety of LEGO products, as well as targeting custom audiences and driving footfall into LEGO stores.

Solutions:

The campaign took a two-phased approach to meet the desired objectives, the first focused on delivery of the DOOH campaign and the second focused on mobile retargeting and optimization.

Phase One:

It was imperative that the campaign reached LEGO’s target audiences and as such, Hivestack leveraged audience data to create bespoke custom audiences in the platform.

• Custom audience segments were created for LEGO enthusiasts, specifically consumers that had been physically present in LEGO stores over the last 3 months.

• Geofences were then used around LEGO stores in order to identify additional potential audiences.

• Both of these audience segments were served the LEGO campaign advertisements, which allowed Adsquare and Hivestack to create a geo-behavioural segment with the device IDs that had been exposed to the campaign, excluding those that had not.

Leveraging the power of programmatic technology, the client was able to optimize the campaigns in real-time by leveraging heatmaps and switching their budget to line items with higher audience concentration index, resulting in better results and a 23% lower CPM cost.

Phase Two:

Due to the success of the first phase, a second phase of the campaign was commissioned. The campaign was delivered by the Hawk DSP, integrated into Adsquare, allowing users to activate ads and drive consumers into physical stores and measure the uplift directly in the platform.

The second phase of the campaign also used a mobile retargeting activation via mobile marketing platform, TabMo:

• The mobile retargeting campaign leveraged the custom audience data delivered through Initiative to identify target mobile IDs.

• Data solutions provider Adsquare was used for data collection and construction of the geo-behavioural segments to target audiences with the campaign’s ads.

Results:

This campaign was the first to use Open Exchange in EMEA. Thanks to Hivestack’s integration with leading external 3rd party vendors, it was truly omni-channel, integrating mobile campaigns that drove in-store visitations, targeting a geo-behavioural audience of users intercepted by the campaign delivered through the Hivestack DSP.

The campaign obtained incredible performance results with:

37k visits in store - a visit rate of 1.3% vs 0.05% benchmark

Testimonial:

“We were thrilled to work with Hivestack to leverage the capabilities of programmatic digital out of home (DOOH) for our Rebuild The World campaign. Using Hivestack’s revolutionary Custom Audience solution, we were able to reach our target audience for the first time on DOOH screens leveraging anonymous customer location data. This in-depth targeting allowed us to drive a more contextually relevant experience for our customers and also gave us real and full control of the campaigns while reducing the ad wastage.” - Daniela Crescenti, Associate Director, Client Advice & Management, Initiative

Note: This campaign won the NC Award 2022 for the Integrated Campaign - Entertainment category.