Brand: Core Pavilion
Brand owner: Hewlett-Packard
Agency: PHD Latam
Technology provider: S4M
Country: Chile, Colombia, Costa Rica, Ecuador, Guatemala, Peru
Hewlett-Packard wanted to test a unique attribution model in LATAM, using mobile advertising to drive traffic in stores for its HP Core Pavilion Drive-to-Store campaign.
The challenge lied in having to manage the same test with consistency across six markets – Colombia, Chile, Ecuador, Guatemala, Costa Rica and Peru.
- In LATAM markets, fraud is a significant issue when it comes to digital and multi-market campaigns, which are more challenging to manage (33.5% fraud on mobile impressions, 41% fraud on mobile clicks, 63% ghost clicks on mobile visits).
- To accurately measure footfall in stores, location-based technology with consistent XY coordinates – which are only available in-app using smartphones’ native GPS feature – is needed. A significant reach among mobile users is also required, together with high frequency to collect, store and use the location data the right way.
- The lack of application inventory in LATAM posed a challenge to the Drive-to-Store campaign.
- Since the HP Core Pavilion laptop is an expensive item, shoppers tend to go to stores to see and test the product before purchase.
- Using location data in real time can improve campaign performance by 63% (based on CTR).