GARMIN ‘BEAT YESTERDAY’

Beat yesterday’s sales in the wearable activity tracker market

Assignment

A product first sales approach in the past meant we were selling to the converted.  It was clear there was a big opportunity outside the core customer base. We had to find a way to sell the brand as well as the products, with the same budget.

Action

Implemented our Customer Connection Model – Know, Action,  Advocate.

This led to a multimedia campaign:

  • TV and offline to act as a brand umbrella and driver to digital
  • Targeted digital to prompt users down a specific journey relevant to them and their interests, plus real-time adverts within apps, native and display retargeting

Apps used included MyFitnessPal, MapMyRoute and Endomondo. We flagged users’ performance and delivered tailored product via dynamic interstitial formats.

Judgement

An increase in engagement with Garmin and its range of 36%.

Notable improvement in ROAS across core product categories.

2017 Summer burst saw the UK achieve greatest increase in purchase intent across all of Garmin’s European markets.

And we’d like to take the credit for the Brexit Secretary David Davis changing his iWatch for the more secure Garmin, but we’ll leave that with our client.