The document outlines the effectiveness of geo-marketing in enhancing sales for grocery brands through targeted digital and out-of-home solutions. It includes case studies showcasing successful campaigns for brands like Mentos and Koko, highlighting how geo-targeted advertisements increased footfall and sales in specific store locations. The overall strategy combines consumer activations with a multi-channel approach to optimize the shopper journey and drive purchases.

1. THE POWER OF
GEO-MARKETING
TO DRIVE SALES

2. We’re helping many leading grocery brands use digital
and OOH solutions to target the right consumers in the
right place, and at the right time.
As highlighted by IRI, (8 trends in FMCG e-commerce),
geo-marketing pulls in on-the-go consumers or
encourages impulse online buying with targeted
messages to prompt in-store footfall
Geomarketing drives awareness and consideration at
scale with shoppers in the towns and cities where
products are available in certain retailers, at specific times.
It’s lazer targeting at scale, mass marketing in focused
locations, using our proven model for effectiveness..
USING GEO-MARKETING TO DRIVE SALES

3. 3
SUPPORT A SINGLE RETAILER
Targeting shoppers of a specific retailer
in proximity to their stores.
TARGET INDIVIDUAL STORES
Targeting specific venues, to support other activities,
such as sampling or to drive footfall to outlets.
REGIONAL DISTRIBUTION
Your range is only available in one region,
or your brand is trying to gain sales in a particular city.
SUPPORT LIMITED DISTRIBUTION
Your product or NPD is only listed in a limited
number of stores, requiring targeted support.

4. Activation Geo showreel

5. 5
GEO CASE
STUDIES

6. 6
MENTOS IN
MORRISONS

7. 7
MENTOS GUM GEO TEST
With distribution limitations, we wanted to
identify whether geo-marketing could drive sales
in specific locations - targeted Morrisons stores.

8. 8
MENTOS GEO TEST
NORTH WEST LONDON
A 10-second animated ad amplified via social in proximity to targeted locations
reaching 1.2M targeted consumers three times over the test period
CREATIVE

9. TARGETED STORES SALES INCREASED BY 20%
9
TEST WEEKS
Geo stores sales +20%
Sales per week - geo stores vs control
Geo targeted stores saw sales uplift of +20% vs control stores +2% over the same period
Control stores sales +2%

10. 10
FRUIT BOWL
IN MORRISONS

11. LAUNCH DINO EGGS
A geo social campaign to support the launch of Dino
Eggs NPD in Morrison’s stores around the UK
With a limited distribution in Morrisons, a geo-targeting
campaign across Facebook and Instagram provided the
opportunity to create awareness amongst a core target of
women aged 30-50 in proximity to the 250 Morrisons
stores where the product is available.
Reach - 2 million with a 3 x frequency.

12. LAUNCHING DINO EGGS IN MORRISONS
12
A 10-second animated advert amplified via social in proximity to to the 250 Morrisons stores where the
product is available - reaching 2M targeted consumers three times over the campaign.

13. 13

14. Grrrr-eat feedback from consumers!
14

15. 15
WALKER’S
SHORTBREAD
IN WAITROSE

16. Walkers shortbread has undergone a redesign, and the new
products are available exclusively in almost 300 Waitrose
stores across the UK.
A geo campaign to drive awareness and consideration for
the brand by targeting consumers in proximity to Waitrose
stores where the product is available
Targeting 30+ female consumers with a interest in Biscuits,
Gardening or Cooking and also John Lewis or Waitrose
LAUNCHING WALKER’S REBRAND

17. 17
A 10-second video advert amplified via social in proximity to to the 250 Waitrose stores where the
product is available - reaching 1.2M targeted consumers three times over the campaign.

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KOKO NPD IN
MORRISONS

20. KOKO YOGURT NPD
Drive awareness & sales of Koko’s new Greek and
Unsweetened Yoghurt launch in Morrisons stores.
Targeting Females aged 25-44 with interests in
Semi-vegetarianism, Vegetarianism, Lactose, Lactose
Free Milk or Veganism, & Cooking

21. Geo-targeted social advertising around Koko’s top 250 performing Morrisons stores
reaching 1M targeted consumers three times over the campaign

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PETERS YARD NPD IN
WAITROSE &
SAINSBURY’S

24. Drive awareness & sales of all new
Peter’s Yard Sourdough Bites NPD in
Sainsbury’s and Waitrose stores.
Target ‘Foodie’ females aged 24-45 in proximity
to targeted Sainsbury’s and Waitrose stores
24
PETER’S YARD SOURDOUGH BITES NPD

25. Geo-targeted social advertising around targeted Waitrose & Sainsbury's stores
reaching 1.4M targeted consumers three times over the campaign

27. 27
NICHOLSON’S
LONDON PUBS

28. ACTIVATION
The Facebook advertising was geo-targeted around pub locations in London,
which combined with interest overlays targeting over half a million
professionals with an interest in ale and craft beer, made it a highly targeted
social campaign
The call to action directed consumers to the download the app to try a pint of
Nicholson’s for £1, this also influenced our facebook targeting.
The advertising was deployed on Thursday and Fridays between 11.30am and
8pm. This was to ensure Nicholsons was front of mind when the audience
were most likely thinking about relaxing with a great beer!

33. www.weareactivation.com
MAKE SOMETHING HAPPEN

34. We help grocery brands drive sales.

35. THINK AND ACT FROM THE CHANNEL TO THE SHELF...
Consumer activations and ideas become more powerful
when channels mix together in an ‘end-to-end’ customer journey
We work with leading grocery brands helping them drive consumers closer to
purchase using a smart mix of ‘digitally centred’ brand, shopper and promotional
marketing working together across the shopper journey.

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37. CONTACT US
hello@weareactivation.com
www.weareactivation.com