365 by Whole Foods Market
"Hydrogen created a national brand and retail store opening campaign that tapped into what truly makes 365 different, while respecting the DNA of Whole Foods Market’s values."
–Natanya Anderson
former Senior Marketing Director
365 by Whole Foods Market
Problem
365 by Whole Foods Market launched a new location located in Downtown Bellevue, on the eastside of Lake. Their core challenge was driving both immediate foot traffic to the new storefront and sign-ups for the My365Rewards program from a distinct local audience. The Eastside market, was already challenged by intense traffic and a mix of high-rise residents and heavy mall-shopper congestion. The main challenge for the new 365 by Whole Foods Market was cutting through the noise in Bellevue to achieve their core goals.
Hydrogen needed a campaign that would immediately generate high awareness of the store, convince busy local shoppers to sign up for the My365Rewards loyalty program, and ultimately drive consistent foot traffic- both during the launch and beyond.
Solution
Hydrogen developed two separate approaches: one focused on the new location and one that focused on brand awareness to keep 365 by Whole Foods Market top of mind. hyper-local strategy and identified target audiences that would most closely align with a Whole Foods Market shopper: millennials, tech enthusiasts and working moms. In addition to these audiences, we were able to utilize contextual and behavioral targeting to hone our focus in on folks with interest in Food & Drink, Health & Fitness app users, and gym & health enthusiasts.
To drive folks to the store opening and sign up for the My365Rewards, Hydrogen implemented geo-targeted digital ads within a five-mile radius around the Bellevue Square Mall reaching our target audience with a strong retargeting focus for mall visitors.
In addition to our digital ads, Hydrogen also provided a strong blanket coverage of brand awareness in the form of Transit, Direct Mail, Wallscapes, Street teams and Mall signage to ensure 365 by Whole Foods Market was top of mind around the Bellevue area.
RESULT
The campaign successfully generated over 40 million impressions, creating significant local awareness around the Bellevue area. We found that targeting the audience of Health and Fitness app users drove the highest number of sign-ups for My365Rewards, validating the focus on health-conscious demographics within our media targeting. Overall, the campaign yielded 437 total sign-up conversions ($147 cost per conversion).
Transit
Street teams for openings
Radio
Direct MArketing
Display
Relevance to Thumbtack:
Translating a national brand at a neighborhood level.