About Grando Keukens & Bad
Grando Keukens & Bad is one of the leading retailers in kitchen and bathroom appliances in the Dutch market. Their 45 showrooms (36 in the Netherlands and 9 in Belgium) are run by franchisees. Grando is part of De Mandemakers Groep (DMG), comprising 298 selling points, 5500 employees and 28 brands, making it one of the largest Dutch retailers.
Each year, Grando offers special deals before and during the Easter holidays. The ‘Easter campaign’ had to be communicated around their local showrooms simultaneously. The aim of the project was to reach the target audience and facilitate local campaigns for the participating franchisees.
Since Grando’s main revenue channel is through their local showrooms, it was essential that the ‘Easter campaign’ was communicated exclusively around the local showrooms. However, setting up and executing 45 separate campaigns is a lot of costly, manual work. This local way of communication had to be combined with targeting women as well.
Multi Advertising allowed Adcombi to automatically generate a tailor-made campaign for every participating franchisee. A local campaign consisted of a catchment area, a personalized ad and a locally allocated budget.
In order to reach women, Adcombi tested and optimized on two different strategies during the campaign:
- Delivering all ads on a pre-selected channel of domains known to have mostly female visitors. The channel was created in collaboration with Grando.
- Exclusively targeting women’s devices through a third party data segment.
Prior to this campaign, Grando manually managed every local campaign. By testing Multi Advertising, they saved a lot of money and time by automating this process. By testing on different strategies, Adcombi gained new and interesting insights in their existing and new target audiences, which Grando can use for future campaigns.