Each year, the Trophées Marketing highlight the most outstanding marketing initiatives and players in various categories. For this year’s event, Numberly was recognized in three categories among the finalists for three marketing innovations with Sofinco, Groupe SEB and the Beaugrenelle Shopping Center.
Numberly, Beaugrenelle, Groupe SEB & Sofinco, winners of the Trophées Marketing 2021
Gold award in the "Insights" category with Sofinco, Silver in the "Creativity and Innovation" category with Groupe SEB and Bronze in the "Customer Acquisition/Loyalty" category with Beaugrenelle
Category Insights - Gold Trophy
In the Insights category, Numberly was awarded a Gold Award for its use of Ghost Ads in a campaign for Sofinco to measure the real impact of this marketing stimulus.
Ghost Ads are a feature proposed by Xandr that allows to simulate an exposure of the advertisement to the individuals of the control group and thus to measure a precise incremental impact undiluted by the individuals who have not or would not have been exposed to the message. In this manner, the measured impact is much more robust and representative.
And the results are there, with a measured and significant increment of 15%.
Category Creativity and Innovation - Silver Trophy
In the Creativity and Innovation category, the collaboration between Groupe SEB and Numberly was awarded a Silver Trophy. This programmatic TV campaign allowed us to increase awareness of the Companion product and optimize TV media investments. Indeed, this system allowed us to pay only for the impressions of the advertising film made on the predefined targets.
Programmatic TV appears to be a purchasing method that combines 3 key elements:
- the accuracy of the digital targeting
- the simplicity of programmatic buying
- the power of reach provided by linear television
The media buying costs of this campaign via programmatic TV are drastically reduced compared to activation via a traditional linear TV buying method.
Customer Acquisition/Loyalty Category - Bronze Award
In the Customer Acquisition/Loyalty category, Numberly was awarded a Bronze Trophy for its implementation of an omnichannel drive-to-store tracking system for the Beaugrenelle Shopping Center during the summer sales.
After conducting a neighborhood-by-neighborhood audit of existing drive-to-store traffic using MyTraffic, Numberly designed and implemented an omnichannel drive-to-store activation plan (programmatic in-app campaigns, DOOH and subway stations) differentiated in terms of content and frequency according to very specific geographic areas identified beforehand.
The traffic generated by this activation was accurately measured by Retency.
The results are impressive, with 16% more visits recorded from the first activation in July and August 2021 compared to the same period in 2020.
