Overview

It’s no secret that families love minivans. But when a leading auto brand launched their new minivan model, they wanted to hone in on a certain segment of families—those with multiple kids. With so much auto research taking place online today, being able to engage these parents in the consideration phase was critical. That’s where IBM Watson Advertising’s location data solution, IBM JOURNEYfx, took the wheel.

Using the JOURNEYfx "Established Family" portrait, IBM Watson Advertising and the leading auto brand were able to target consumers whose location patterns reflected those of a family with multiple kids: they go out to the movies on weekends, they eat out at family friendly restaurants like Denny's, etc.

Results

With ads triggered by this location data running on The Weather Channel digital properties, the hyper-targeted campaign provided unparalleled efficiencies for the leading auto brand, beating their own benchmark for success by up to 59%.

Focus Area

  • AI/Watson