Shinola Drives Location-based Marketing Innovation with MullenLowe Mediahub and PlaceIQ
Advanced Location Data and Insights Fuel End-to-End Marketing Success for Leading American Design Brand
NEW YORK CITY – July 6, 2017 – PlaceIQ, the company building a new model of consumer behavior with location data and insights, today announced a collaboration with Shinola, an American design brand and MullenLowe Mediahub, the global media planning and buying arm of MullenLowe Group.
These companies joined together to power marketing innovation for Shinola by tapping location data to inform end-to-end media decisions and driving retail visitation. Key use cases for applying location-aware insights included helping Shinola better understand and segment consumer audiences, developing dynamic creative ad units and delivering effective mobile campaigns based on unique audience affinities.
Shinola, in partnership with media agency Mediahub, leveraged PlaceIQ data to connect with consumer audiences exposed to the brand’s out of home (OOH) ad placements, to create an additive message to OOH in key markets: Detroit, New York City, San Francisco, Los Angeles, Chicago, and Washington D.C. In addition, the collaboration revealed the places that the brands’ customer audiences frequented, such as coffee shops, jazz clubs, and vegan restaurants, enabling Shinola to minimize waste by engaging them at places with localized relevant messaging. PlaceIQ’s Place Visit Rate (PVR®) metric was the core component behind accurately measuring subsequent visitation to retail locations and gauging campaign ROI.
By powering multiple channels using location-aware insights and coupling third-party purchase data, PlaceIQ and Mediahub helped significantly boost awareness and engagement for Shinola’s products, and further drive in-store visits and purchases.
The collaboration was an extension of Shinola’s successful “Let’s Roll Up Our Sleeves” campaign, which featured a series of ads with inspiring messages, rallying people from across the U.S. to work together for a greater good. The campaign featured dynamic, mobile interactive creative units designed by PlaceIQ, which included unique messaging based on the location an ad was served and interactive product galleries for audiences to explore Shinola product offerings. These custom creative units featured well-known city landmarks, such as San Francisco’s Golden Gate Bridge and played a key role in helping to optimize brand exposure among key consumer audiences.
“The ability to connect with a very specific set of buyers based on their real-world affinities is a powerful one,” said Jacques Panis, President, Shinola. “One of our goals is ensuring we deliver unique experiences that resonate best with our buyers. We can engage with very distinct audiences that fit within our core audience, such as those who stay at boutique hotels, work in creative roles, and purchase items from artisanal eateries, for example. With location-aware context and dynamic ad units, we’ve been able to deliver increased relevancy to buyers, which significantly drives store traffic and sales.”
“One of our core principles is helping brands reinvent the way they market to consumers,” said Elizabeth Fermon, Associate Media Director, MullenLowe Mediahub. “Our approach to increasing store traffic was by marrying data and creative in a unique way in our key markets, by continuing the message beyond OOH and by surrounding the places our targets frequent like The Ace Hotel in LA or the Hudson River Park in NYC. By creating dynamic messaging based on consumers’ location Shinola continues to embody its strengths as an innovative brand that delivers a localized experience in every city, both in their advertising and in their stores.”
“We are honored to be the only location data provider of our type to be a part of Shinola’s marketing transformation,” said Duncan McCall, CEO and co-founder at PlaceIQ. “Our work with Shinola and Mediahub is validation that campaigns built with location-aware insights can benefit in multiple directions. In addition to advanced audience insights to improve campaign performance, this collaboration shows that location can even act as a bridge to connect, augment and amplify out of home media spend. We’re continuing to demonstrate location data’s versatility for powering nearly any type of media decision.”
Shinola is founded in the belief that products should be well-made and built to last. Across a growing number of categories, Shinola stands for skill at scale, the preservation of craft, and the beauty of industry. Of all the things we make, the return of manufacturing jobs might just be the thing we’re most proud of.
About MullenLowe Mediahub
MullenLowe Mediahub is the global media planning and buying arm of MullenLowe Group, with offices in 13 markets and over 400 employees around the world. MullenLowe Mediahub works with forward-thinking brands to develop media programs that consumers seek out, share and talk about. We believe that ideas, intelligence and integration are the three levers that unlock inspiring media platforms. MullenLowe Mediahub clients include Chipotle, JetBlue, Royal Caribbean, Netflix, VH1, Match.com, Patrón, Bose, Ulta Beauty, Lenovo, Western Union and Scotts Miracle-Gro. In 2016, MullenLowe Mediahub was named MediaPost’s Creative Media Agency of the Year.
MullenLowe Group are wholly owned subsidiaries of the Interpublic Group of Companies (NYSE:IPG). For more information, visit us at www.mullenlowemediahub.com or follow MullenLowe Mediahub on Twitter @MediahubMLG.
PlaceIQ is a leading data and technology provider that powers critical business and marketing decisions with location data, analytics and insights. An early industry pioneer, PlaceIQ has become the standard for fueling better decisions for marketers, analysts and publishers through powerful location-based consumer insights, real-world measurement and attribution.
With PlaceIQ, companies can uncover opportunities within the consumer journey by learning about and connecting with location-based audiences, measuring real-world ROI, and applying insights that drive intelligent marketing and successful business outcomes.
The company is headquartered in New York City and has offices in Palo Alto, Chicago, and Detroit. For more information, visit www.placeiq.com. Follow us on Twitter @PlaceIQ and like us on Facebook: PlaceIQ.