Poundland ⎯ Christmas Value, Delivered Locally
Making Poundland unmissable during the festive rush
Retail
Brief
Poundland approached us with a clear seasonal challenge: amplify awareness of their Christmas offers and drive footfall across UK stores and Dealz outlets in the Republic of Ireland. They needed a media mix that was cost-efficient, highly measurable, and capable of hyper-targeting customers down to postcode level, especially in the crucial weeks leading up to Christmas.
Strategy
Using our proprietary segmentation database, we mapped audiences by socioeconomic clusters and pinpointed households within a two-mile radius of Poundland and Dealz locations. This allowed us to build a precision-led, multi-channel campaign rooted in locality and convenience. We activated national and local print titles, complemented by high-frequency radio across the UK, Northern Ireland, and ROI to deliver broad seasonal reach.
To deepen impact and add measurable performance, we introduced geo-targeted digital display and social placements served only to households near stores. These digital formats worked in tandem with door drops, delivered to over six million homes, to reinforce Poundland’s festive value message at both awareness and action moments. The combined approach turned proximity into conversion, driving shoppers from hearing the message straight to their nearest store.
Results
The campaign created a strong and steady build-up to Christmas week, culminating in Poundland’s highest seasonal footfall to date.
3.8M+
Reach delivered through print, driving strong nationwide festive visibility
9.2M+
Radio impacts achieved, amplifying campaign presence across the country
14.6M+
Geo-targeted digital impressions, driving cost-efficient local reach at postcode level
1.9%
CTR achieved through hyper-local social placements, exceeding industry benchmarks
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Poundland ⎯ Christmas Value, Delivered Locally
Making Poundland unmissable during the festive rush
Retail
Brief
Poundland approached us with a clear seasonal challenge: amplify awareness of their Christmas offers and drive footfall across UK stores and Dealz outlets in the Republic of Ireland. They needed a media mix that was cost-efficient, highly measurable, and capable of hyper-targeting customers down to postcode level, especially in the crucial weeks leading up to Christmas.
Strategy
Using our proprietary segmentation database, we mapped audiences by socioeconomic clusters and pinpointed households within a two-mile radius of Poundland and Dealz locations. This allowed us to build a precision-led, multi-channel campaign rooted in locality and convenience. We activated national and local print titles, complemented by high-frequency radio across the UK, Northern Ireland, and ROI to deliver broad seasonal reach.
To deepen impact and add measurable performance, we introduced geo-targeted digital display and social placements served only to households near stores. These digital formats worked in tandem with door drops, delivered to over six million homes, to reinforce Poundland’s festive value message at both awareness and action moments. The combined approach turned proximity into conversion, driving shoppers from hearing the message straight to their nearest store.
Results
The campaign created a strong and steady build-up to Christmas week, culminating in Poundland’s highest seasonal footfall to date.
3.8M+
Reach delivered through print, driving strong nationwide festive visibility
9.2M+
Radio impacts achieved, amplifying campaign presence across the country
14.6M+
Geo-targeted digital impressions, driving cost-efficient local reach at postcode level
1.9%
CTR achieved through hyper-local social placements, exceeding industry benchmarks
More Works
(MRA — 02)
©2024
Poundland ⎯ Christmas Value, Delivered Locally
Making Poundland unmissable during the festive rush
Retail
Brief
Poundland approached us with a clear seasonal challenge: amplify awareness of their Christmas offers and drive footfall across UK stores and Dealz outlets in the Republic of Ireland. They needed a media mix that was cost-efficient, highly measurable, and capable of hyper-targeting customers down to postcode level, especially in the crucial weeks leading up to Christmas.
Strategy
Using our proprietary segmentation database, we mapped audiences by socioeconomic clusters and pinpointed households within a two-mile radius of Poundland and Dealz locations. This allowed us to build a precision-led, multi-channel campaign rooted in locality and convenience. We activated national and local print titles, complemented by high-frequency radio across the UK, Northern Ireland, and ROI to deliver broad seasonal reach.
To deepen impact and add measurable performance, we introduced geo-targeted digital display and social placements served only to households near stores. These digital formats worked in tandem with door drops, delivered to over six million homes, to reinforce Poundland’s festive value message at both awareness and action moments. The combined approach turned proximity into conversion, driving shoppers from hearing the message straight to their nearest store.
Results
The campaign created a strong and steady build-up to Christmas week, culminating in Poundland’s highest seasonal footfall to date.
3.8M+
Reach delivered through print, driving strong nationwide festive visibility
9.2M+
Radio impacts achieved, amplifying campaign presence across the country
14.6M+
Geo-targeted digital impressions, driving cost-efficient local reach at postcode level
1.9%
CTR achieved through hyper-local social placements, exceeding industry benchmarks
More Works
©2024