Since this was Hylink’s first-ever campaign targeting Canada via social for Jo Malone’s travel retail department, there was no historical data to refer to and no particular user segments that had been previously identified. This was also a holiday season campaign meaning it had high competition in the market. We had a limited budget, so it was imperative to reach the highest amount of people at each location. At the same time, we needed to use precise targeting since this was an offline conversion-driven campaign.
Partnered with Dufry to activate JML pop-up store at YYZ from December 2019 to February 2020. Focused on conversion, by limiting the campaign to geofencing around the airport to encourage an immediate store visit. Hylink utilized targeting tactics such as a four-mile radius around the airport to capture all travelers on-the-go. The campaign was divided into two phases: Holiday campaign in December to capture holiday travelers and CNY campaign in January to capture CN travelers who are the key consumer of the brand.