For more than five decades, the brand has been helping define how Hispanic cuisine is enjoyed in Texas with products that bring delicious, authentic flavor to everything they touch – from dishes prepared in home kitchens to chef-crafted culinary creations.
The strategy
La Vaquita’s digital agency Captura Group partnered with S4M to develop an insights-driven campaign using S4M’s drive-to-store platform to reach target consumers, with a dual purpose of increasing brand awareness and driving incremental store visits to supermarkets in the Houston area.
To effectively reach consumers, S4M created a custom mobile campaign targeting relevant audiences with engaging mobile ad units to convert mobile impressions to in-store visits by combining demographic data, location and online behavior. Target consumers were also given a limited-time promotion with an in-store coupon at a well-known grocery chain.
The process
In understanding La Vaquita’s target audience, S4M targeted Hispanic-preferring and bilingual women aged 18 to 49. Within this audience segment, the drive-to-store platform focused on those customers who were within geographic proximity of Houston stores.
Using its Dynamic Catchment Area tool, S4M located consumers within a 15-minute driving time of these locations and delivered branded video ads to their mobile phones. This included a dynamic store locator experience that integrated seamlessly with the user’s mobile maps application, providing directions to the nearest La Vaquita retail location.
The results
La Vaquita’s drive-to-store strategy generated impressive business results for the cheese and dairy brand, with over 90,000 incremental store visits across La Vaquita retailers. This resulted in a $1.30 cost per visit across all retailers and a $0.89 CPV for the co-op’s campaign key retailer.
Ultimately, S4M was able to deliver a significant 72% uplift in visitation compared to organic foot traffic, demonstrating a major return on investment for La Vaquita.
