Louis Philippe, an apparel brand, wanted to more effectively communicate offers during an end-of-season sale. They deployed a mobile advertising campaign on Buzz to target consumers within 1 km of LP stores, prompting them with a special offer and delivering coupons to their phones to redeem for an additional 5% discount. Over 41,000 engagements occurred in just 4 days, with 41% of users who received coupons redeeming them and spending an average of Rs. 4,000 each, resulting in Rs. 20.5 lakh in sales - outperforming other advertising channels.

1. Case study _ Louis Philippe
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OBJECTIVE
The apparel brand Louis Philippe, had organized an end of season sale during the months of
July – August 2012. Louis Philippe wanted to find a more effective way of communicating
the offers driving the sales. While Facebook and SMS added new channels to distribute the
coupons, they often failed to demonstrate real increase in footfalls that can be directly
attributed to those channels. The brand wanted to explore the opportunity that mobile
presents in terms of location based advertising. Brand deployed a campaign on Buzz.
SOLUTION
Consumers at nearby buzz locations were prompted with the special
offer, and the coupons were delivered on to their mobile phones. The
instant delivery of coupons on their mobile phone which could be
redeemed at any Louis Philippe store, urged them to visit the nearby
store. The consumers at these locations were offered an additional 5%
discount on the regular 30% discount.
Consumers were targeted within 1 KM radius of LP stores and
engagements included address of nearest LP store. Rich Media Coupons
ensured higher visibility and attractiveness.
RESULTS
 Over 41,000 engagements were recorded in a span of just 4 days
 41%of the users who received the coupon redeemed their coupons at a nearby Louis
Philippe store
 It was noted that each consumer who redeemed the coupons bought goods worth
around Rs.4000 on an average
 During the campaign, goods worth Rs.20.5 lakh was sold from redemption of coupons
accepted through Buzz outperforming all other media
HIGHLIGHTS
 The power of context delivered through Buzz by serving communication which was
close to the POS resulted in excellent ROI
 The redemption ratio and the average bill value showcases the substantial spending
power of the Buzz users and their motivation to use the coupon
 Buzz as a platform scores over all other digital inventory in delivery of
communication related to offers and discounts