An independently owned and operated Christian Brothers Automotive center had been a long-time client of UpSwell Marketing. They had seen great success over the years with sending direct mail postcards to their local community every month. UpSwell suggested adding the Digital Booster 2.0 package to their already successful mailing program to really amplify their results.

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Solution

UpSwell and the auto shop owners agreed to test the Digital Booster 2.0 program over a three-month period. In addition to the postcards, the target audience also received mobile and social ad impressions.

Mobile ads were sent through UpSwell's mobile geofencing tool, which draws a virtual fence around specific locations — such as homes that receive the postcard, competitor's businesses, or certain areas of town. When a mobile device belonging to the target audience crossed the threshold of a geofenced area, a mobile ad from the auto repair shop was sent to the phone.

For the social media ads, UpSwell developed a custom audience to specifically target those most likely to schedule an appointment at Christian Brothers. The ad sets were split by gender, and had differing copy and imagery to appeal to the different audiences. UpSwell also added in video ads that showcased the superior customer service and knowledge of Christian Brothers Automotive.

A landing page was used to monitor the traffic generated by the Facebook and Mobile Ads. To gauge the success of the campaign, UpSwell compared the results of the 3-month test with the same 3 months of the previous year when just direct mail was utilized.