Menuez and Ben & Jerry’s recently started working together on hyper-local-advertising. With this special tactic, Ben & Jerry’s supports their local entrepreneurs in increasing visibility and sales. It was up to Menuez to support the popular ice cream brand with the design, dynamic content and deployment of these hyper-local banner campaigns.
In the world of marketing and advertising, creating relevance and reaching accurate audiences are essential for success. Traditional ad strategies can sometimes have a wide reach, but they can also be ineffective because they are not always tailored to specific audiences. This is where hyper-local-advertising comes in. The concept of hyper-local-advertising revolves around targeting consumers in a very specific geographical location, with the aim of delivering highly targeted and relevant ads.
What is ‘hyper-local-advertising’?
Hyper-local-advertising, also known as local or geotargeting advertising, focuses on targeting potential customers within a very limited geographical area, such as a neighbourhood, city or even a radius of a few metres. This is made possible through the use of technologies such as GPS, IP addresses and mobile devices, which reach people in a particular location rather than approaching an individual.
National campaigns converted to hyperlocal
The tactic developed by Menuez allows Ben & Jerry’s to easily translate national online campaigns into (hyper)local campaigns. On a dedicated Brand Management Platform, the ice cream brand can upload their national banner campaigns and make them available to local businesses. The Menuez team then ensures that the campaigns are sourced as smartly and locally as possible. This way of sourcing ensures that only consumers who are in the vicinity of the local entrepreneur see the online ad. One personalised campaign can generate as many as 30 thousand views, significantly increasing the visibility of the hospitality industry.
Results exceeded expectations
The results of the latest campaign for Ben & Jerry’s Sundae Dulce De-lish!!! and reactions from local entrepreneurs exceeded expectations. More than 30 entrepreneurs took up Ben & Jerry’s offer to deploy the Hyper-Local campaign. Together, these banners resulted in 1,083,757 unique views and 1176 clicks.
Hyper-local-advertising is becoming increasingly popular
The results of the Ben & Jerry’s campaign is the ultimate proof that hyper-local-advertising is a powerful medium for reaching a specific target audience at the right time and place. By promoting relevance and personalisation, increasing engagement and conversions, cutting costs and strengthening brand awareness, brands can benefit from this targeted approach. And with the ongoing evolution of technology and the growth of mobile usage, hyper-local-advertising is expected to play an increasingly important role in the marketing strategies of companies targeting local customers.
Make your brand visible in the right place at the right time
Do you want to be visible like Ben & Jerry’s in the places where your customer’s target audience is? Then contact us today to ensure that your local partners have easy access to all the (online) promotional materials they need.