Universal Music

The challenge
Universal Music Enterprise needed to make a quick but sizable impact with a relatively small budget. Their catalog department needed to drive people into Target and Walmart stores to purchase specific exclusive vinyl records. They approached us to determine an effective strategy for making the most of their money and execute it in a timely manner. 

Our approach
After diving into market research about today’s vinyl buyer and the demographics and behaviors of Walmart shoppers vs Target shoppers, we developed two distinct strategies to reach only the individuals who would be most likely to buy a vinyl record from each of these locations. We used programmatic targeting layered with geo-fencing to reach people with a history of buying vinyl along with those whose behavior suggested they were highly likely to purchase vinyl. Since a national campaign would blow our budget in a day, we strategically chose locations in which projections showed would provide the highest ROI.