STAPLES8/1/16 - 8/31/16

GOALS

Increase location awareness and drive in-store tra�c and sales during the back to school season.

APPROACH

Promote Staples’ timely, in-store back-to-school o�erings within customers’ daily driving routine.

RESULTS

NAV SEARCH LIFT: 37%AD RECALL LIFT: 70%4% lift in incremental back-to-school units sold

2% lift in incremental visits in advertised stores

FORMATS

Branded PinZero-Speed TakeoverPromoted Search

“Staples sought an innovative way to promote our back-to-school deals to parents during peak shopping weeks. Waze was the perfect platform to deliver a relevant message at the right time (i.e. when parents were near a Staples store).”NATASHA YOUNGStaples Digital Marketing Director

Staples’ Back-to-school campaign with Waze saw an incremental profit ROAS 5x higher than average display campaigns.

Staples used a third party measurement company to determine the incrementality for both foot tra�c and revenue by comparing test store activity vs control store activity. Among the 850 test stores, Staples saw a 4% lift in incremental back-to-school units sold and 2% lift in incremental visits. The Waze campaign delivered an incremental ROAS 2x higher than average display campaigns and an incremental profit ROAS 5x higher than average display campaigns.

waze.com/advertise

@WazeAds

Staples used Waze to insert the brand on mobile within customers’ daily driving routines and increase awareness of timely in-store back to school o�erings.

In addition to targeting based on Staples locations, the brand also targeted the radius around family-friendly destinations like shopping centers, parks, schools, etc. Staples rotated various seasonal creative and optimized according to top performers. Search was used to capitalize on Wazers searching for relevant back-to-school keywords in the vicinity of Staples locations e.x. school, college, o�ce, etc.