Developing a clear and efficient social strategy
La Place’s quest to reach more relevant audiences and further improve their social advertising performances brought them to the Digital Experts at The Next Ad. La Place believed that the team at The Next Ad would be the right choice in helping them invest in their campaigns in a more efficient manner, reducing unnecessary costs and helping them attract more traffic to their app and website, whilst increasing the conversion rate.
Initially, one of the first steps the two parties agreed on was placing more focus on geo-targeting campaigns at specific locations around the Netherlands. Nowadays, this same targeting strategy is being employed and with newer content after La Place underwent a thorough rebranding process.
In fact, the geo-targeting strategy has now become so narrowly focused that it has allowed La Place to reach people when they are within one kilometre of a La Place branch. For example, people driving near a department store or on a highway, especially near an exit, may have noticed that they were being targeted by the La Place branch that is near them.
This clever strategy can help remind consumers that La Place is just around the corner and effective content may even persuade them to stop by and grab a bite or a fresh smoothie. Furthermore, the content was tailored to each specific restaurant so that viewers could see if there were any special offers or deals for that particular branch.
In addition to narrow-focused geo-targeting, The Next Ad and La Place decided to engage in broad targeting as well, allowing them to target consumers around the country through a variety of social campaigns. Maintaining a balance between narrow and broad-focused targeting was key to reaching relevant audiences at the right time.