With an eye on consumers eager for the sale, Magalu has been holding the Fantastic Sale for 30 years, an event that concentrates its best promotions at the beginning of the year. In 2023, the buying and selling platform bet on the power of digital to bring consumers to its physical stores, e-commerce and super app and, as a result of an unprecedented strategy developed with the help of Google, the company reached 114 million people * and had more than 252,000 visits to its physical stores in just three days – from January 4th to 6th.
Behind the numbers is the association of YouTube, a video platform with more than 120 million users, according to data from comScore, with a large network of connected TV partners and more than 3,000 out-of-home screens ( OOH) – such as street clocks, panels in bus terminals and subway stations, as well as screens in restaurants, bakeries and gas stations – spread across 20 Brazilian states.
The campaign was made possible thanks to Display & Video 360 (DV360), Google’s programmatic media platform. This allowed advertisers to have access to this inventory with the efficiency and benefits that programmatic advertising already brings to the digital environment. In addition to OOH, DV 360 also allows you to manage inventory across multiple connected TV platforms.
With the available inventory, Google’s business team then thought of developing an unprecedented strategy, which was named the Halley Project – in honor of the comet that could be seen by everyone with the naked eye -, to announce and sustain communication about the Fantastic Clearance. The campaign began in the days leading up to the shopping event and, on D-day, it massively communicated Magalu’s best offers.
André Ferraz, Head of Business for Retail at Google Brazil, says:
“Consumers are increasingly multichannel and digital has a unique influence on their buying journey. We are happy to be at Magalu’s side in a challenging moment and to be able, through creative and innovative strategies, to help them reach a huge number of Brazilians and, more than that, achieve their business goals.”
Marina Galvão, media head at Magalu, says:
“The Halley Project allowed for a unified strategy that transcends digital. In addition to the strength of YouTube that we already know, the DV360 allowed us to be on connected TVs and out-of-home, exploring strategic physical points. This strategy will certainly be part of our next plans.”
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