Boosting local visibility and traffic via mobile In-app and Instagram
The context
In an evolving retail environment, where consumers seamlessly navigate between physical and digital touchpoints, local visibility has become a key driver of store performance.
For Printemps Lyon, a flagship department store located in the city center, the objective was to strengthen its presence within its immediate ecosystem and reconnect with high-value local audiences. Beyond supporting key commercial moments, the ambition was to build a more continuous and meaningful relationship with nearby consumers, turning proximity into opportunity.
The challenge
Printemps Lyon wanted to engage its local audience consistently while ensuring each campaign supported a long-term strategy. The goal was to combine brand visibility and performance by driving qualified store traffic and maintaining engagement over time, moving beyond isolated activations.
The solution
The strategy focused on reaching the right audience at the right time through two complementary pillars: In-App activation and social engagement.
The always-on mobile In-App approach, aligned with key commercial moments, relied on precise local targeting within a 1–2 km radius around the store. Leveraging Azerion’s proprietary mobile proximity technology, along with geofencing and retargeting based on visits to premium retail locations, the campaign reached high-intent audiences and anchored the brand within their daily environment. A mix of premium formats, including interstitials, MPU and banners, ensured strong visibility, while controlled repetition reinforced memorability over time, maximizing both relevance and impact.
This was complemented by a social layer on Instagram during the Christmas period, combining stories, videos, carousels and contests to introduce a more interactive dimension. Activated within a wider 20-kilometer radius, it extended reach, drove qualified traffic to the brand’s profile and supported follower growth.
Together, these two pillars created a cohesive strategy in which each touchpoint reinforced the next, strengthening Printemps Lyon’s local presence and overall campaign effectiveness.
The results
The campaign delivered strong and consistent results, demonstrating the effectiveness of combining proximity-based targeting with continuous activation.
More than 2 million impressions were generated, significantly reinforcing local visibility. Engagement exceeded benchmarks, with a 1.01% CTR on mobile formats and particularly strong video performance, reaching 5.26%.
This translated into tangible outcomes, with nearly 20,000 clicks driven to redirection pages and 227% of the initial click objective achieved. On social media, the campaign also expanded the brand’s audience, with over 1,100 new Instagram followers acquired in just one month.
Overall, the campaign illustrates how a well-orchestrated local strategy, combining precision targeting, strategic timing and engaging content, can drive both immediate performance and long-term audience growth.
About Azerion
Founded in 2014, Azerion (EURONEXT: AZRN) is one of Europe’s largest digital advertising and entertainment media platforms. Azerion brings global scaled audiences to advertisers in an easy and cost-effective way, delivered through their proprietary technology, in a safe, engaging, and high-quality environment, utilizing our strategic portfolio of owned and operated content with entertainment and other digital publishing partners.
Having its roots in Europe with its headquarters in Amsterdam, Azerion has commercial teams based in over 26 cities around the world to closely support our clients and partners to find and execute creative ways to really make an impact through advertising.
For more information visit: www.azerion.com