White Claw®, a popular North American hard seltzer brand with a cult following, wanted to reach and connect with a custom target audience of young adults and drive awareness and consideration of their beverages using programmatic (DOOH). The campaign focused on engaging with young adults between the ages of 19-34, who were seen attending concerts or commuting to cottages in Toronto, Calgary and Vancouver.
The campaign ran from May until July and leveraged the “Custom Audiences'' solution within the Hivestack Demand Side Platform (DSP). Mobile device ID data was captured by geofencing key points of interest (POI) in order to define two types of audiences that would be used to activate the campaign programmatically:
Consumers who had attended concerts in the cities of Toronto, Calgary and Vancouver in the last 2 months
Consumers who had commuted to cottages around the same locations over the last 2 months
The Hivestack DSP was then able to activate White Claw’s campaign when a high concentration of mobile devices belonging to the custom audience were in proximity of a DOOH screen, including digital billboards, urban panels and bus shelters.
The post-campaign brand lift study revealed a 3X lift in brand awareness for White Claw, proving the efficiency and overall success of the campaign in bringing the right message to the right audiences.
“Partnering with Hivestack allowed us to implement programmatic digital out of home (DOOH) to drive brand awareness and consideration for our popular beverage brand in a new and unique way. Leveraging unprecedented targeting capabilities not only revealed how efficient and successful the campaign was, but also ensured we connected the right message to the right audience.”
Sabrina Reale, Manager, Connection Planning