A Marketer, Strategist, and Creative.
Breaking Benchmarks:
How DOOH in Denver surpassed CTR goals by 200%
Company: Justworks-a payroll and HR solution for small businesses
The Market
To enhance market selection for awareness campaigns, I collaborated with Biz Ops to create heat maps that tracked concentrations of customer and prospect activity across domestic markets. These maps helped reveal an uptick of existing customers and prospects in Denver.
Denver was an ideal market, aligning closely with our ICP. The post-pandemic surge in new small businesses and the availability of cost-effective, high-impact OOH advertising options presented a perfect opportunity to test this market and capitalize on its growth potential.
The Problem
Maximizing brand awareness throughout-of-home (OOH) in an emerging market while effectively tracking impact.
The Strategy
Increase total touchpoints and interactions across online and offline channels.
The Tactics
I combined high-reach high-impact static OOH placements with a test-and-learn digital out-of-home (DOOH) campaign that captured mobile IDs. To increase touchpoints these mobile IDs would be retargeted via display and social media ads creating the first integrated approach to increasing market exposure in Denver.
Digital Out-of-Home Ads
Network of full-motion screens around the Downtown Denver District to raise brand awareness. A geo-fence was used to capture mobile IDs to build a retargeting list.
Programmatic Display Ads
Mobile IDs that were matched would be targeted digitally via display ads to drive visitors to the website and through the marketing funnel.
Social Media Ads
If a prospect bounced after visiting the website, they were added to the general remarketing campaign to be retargeted via social media.
