Nothing Bundt Cakes geo campaign wins 55% click-through rate

04/5/2013 | MobileCommerceDaily.com

A geotargeted Nothing Bundt Cakes mobile campaign that focused on consumers within range of one of the brand's bakeries produced a 55% click-through rate. The effort was directed at women between 25 and 54 and was designed to drive in-store traffic, using customer data "to better optimize the campaign on what matters most to the client -- interaction/engagement with their brand -- i.e. tap-to-call and find nearest bakery location, and ultimately drive foot traffic," said Doug Stovall, executive vice president of sales and services at Hipcricket, which worked on the campaign.

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