THUMA
THUMA
NEW YORK CITY TAKEOVER
Objective
DRIVE QUALIFIED FOOT TRAFFIC TO THUMA’S SOHO STORE.
Campaign
TO EVALUATE THUMA’S PRESENCE IN SOHO, THE CAMPAIGN CONSISTED OF 7 STRATEGICALLY PLACED FORMATS INCLUDING WALLSCAPES, A HAND-PAINTED MURAL, AND BILLBOARDS. EACH PLACEMENT WAS DESIGNED TO MAXIMIZE VISIBILITY AROUND THE SHOWROOM AND MEASURE IMPACT ON FOOT TRAFFIC AND WEBLIFT.
Results
A FULL-FUNNEL ATTRIBUTION STUDY VALIDATED THE CAMPAIGN’S IMPACT ACROSS PHYSICAL AND DIGITAL TOUCHPOINTS. IT MEASURED A 63% LIFT IN FOOT TRAFFIC, WITH EXPOSED CONSUMERS VISITING THE SHOWROOM WITHIN 3.4 DAYS ON AVERAGE. WEBLIFT WAS EQUALLY STRONG — WEBSITE VISITS INCREASED 46%, AND POST-PURCHASE CONVERSIONS ROSE 131%, TYPICALLY OCCURRING WITHIN 5.7 DAYS. THE STUDY IDENTIFIED THE BEST-PERFORMING VENUE TYPES AND PROVIDED ZIP CODE RECOMMENDATIONS TO OPTIMIZE FUTURE PLACEMENT STRATEGIES.
Key Facts
Formats
HAND-PAINTED MURAL, WALLSCAPES
Markets
NEW YORK
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