Brooks Running Case Study: Successful increase in football traffic through display drive-to-store ads in the DACH region

“Running is more than just a hobby — it is our passion.” This is the slogan used by the US manufacturer of sports and running equipment Brooks Running. In order to share this passion with the target group in the DACH region, the challenge was to increase footfall traffic by advertising the Glycerin 20 and Glycerin GTS 20 shoe models to participating retail partners.

To achieve this goal, the adlicious display drive-to-store solution from was used in combination with in-banner video ads. As an essential condition, only the target group that was in the immediate vicinity of one of the 86 retail partners was addressed. Depending on the product range of the respective retailers, either the Glycerin 20 or Glycerin GTS 20 model was advertised in Creative. If both models were part of the product range, they were rotated in Creative. Based on this, targeting was used, which included specific user interests such as “outdoor” and “jogging”, but also took competitors into account via “competitor targeting.” By adding a white listing with target group-relevant environments, this should ensure a successful and personalized target group approach.

The effectiveness of the strategy was reflected in the results: Not only were the agreed CPM and cost-per-store visit undercut, but outstanding viewability above the benchmark was also achieved, accompanied by a strong click-through rate (CTR).