The Brand Objective

Filipinos tend to visit hyper-local supermarkets and grocery stores for their grocery needs and Wyeth Nutrition encourages the development of these local businesses by partnering with them. However, with the shopping habits shifting towards mobile during the pandemic, Bonakid Pre-school 3+ aimed to leverage the potential of mobile in driving the Filipinos back to these stores. Hence, the brand decided to run a mobile-first campaign that drove footfalls to select retail stores.

The brand aimed to achieve the following objectives: 1. Leverage mobile to drive consumers to offline stores 2. Capture offline purchase intent with footfall attribution 3. Drive and measure the lift in the purchases as a result of the incremental footfalls

The Solution

Bonakid Pre-School 3+ partnered with InMobi and OpenMind to achieve its objectives. The brand leveraged the InMobi for Commerce solution that included Household Targeting, Immersive Experiences, and Online to Offline Attribution to guide consumers along a seamless path to purchase.

Household Targeting: Guiding Families in their Decision Making The pandemic has drastically shifted household behaviors. With repeated lockdowns and increased risk of contracting COVID, men are now the primary members stepping out for household needs in The Philippines. They are also taking up household chores and childcare responsibilities. Additionally, the key influencer or decision-makers in the household for Bonakid Pre-school 3+ – the mothers – are moving away from appointment-based viewing habits and consuming more content on digital devices. Overall, this means that household buying in this category has become increasingly non-linear, complex, and tight-knit.

The brand leveraged the InMobi Audiences platform to identify “Moms” who visited pediatric clinics, daycare centers or consumed related content. The highly relevant “Moms” segment was mapped onto the InMobi Household Graph to then identify relevant households across the country. This seed household audience for Bonakid Pre-school 3+ was then scaled to similar households enhancing the reach by 1.5X.

Delivering Interactive Communication to Drive Purchase Intent The brand created an interactive communication to connect with users on their primary devices – smartphones. The first card of the ad unit contained animated icons of all the nutrients. Once the user taps on the first card, it delivers the message ‘Help build immunity with Bonakid Pre-school 3+’ followed by the CTA ‘Find Nearest Store.’ Upon clicking on the CTA, the user is redirected to the second card of the ad unit, which is divided into two horizontal sections. The first section shows the maps with the user’s current location, and the second section is embedded with the brand’s banner ad with the CTA ‘Get Directions.’ Once the user clicks on the CTA, they are redirected to the default maps app on their smartphones.

Measuring Footfall and Purchase Uplift By assessing the visits and purchases of the exposed group against the controlled group, the brand could ascertain the impact of the mobile ad campaign. The brand used InMobi’s polygon mapping technology to measure the actual increase in footfalls5 across major retail stores. To measure the impact on revenue, the brand gathered the uplift in purchases using POS data. As consumers redeemed cashbacks by uploading their receipts, the brand understood the significant impact InMobi for Commerce was driving.

One week after the campaign closure, the brand surveyed over 350 women aged between 18 to 44 years across the Philippines. The survey also featured the brand’s ‘trustworthiness, superiority, the user consideration and likeliness to recommend the brand.’ These parameters are assessed along with the campaign metrics (Such as performance metrics, store visits) to derive the purchase, penetration, and consumption uplift.