Case Study: Mailchimp achieves measurable website conversions from out-of-home exposure with Blue Bite audience geofencing

MailChimp drives X,000 conversions across 3 markets with Blue Bite

The customer, Mailchimp, faced the challenge of measuring website conversions from its out-of-home (OOH) advertising campaign, which included bulletins, shelters, and station dominations. Their goal was to determine how many people who saw these ads subsequently clicked a mobile banner and demonstrated interest on their website. Mailchimp also needed to conduct an A/B test to see which creative messages resonated better with their audience. They partnered with vendor Blue Bite to implement an audience geofencing solution.

Blue Bite executed a hyperlocal geofencing campaign across New York, Atlanta, and San Francisco to capture audiences exposed to the OOH placements. They layered this with an audience optimization stack and used mobile banner ads to drive interested users to the Mailchimp website for conversion tracking. The solution delivered a 311% higher performance than the industry average and resulted in X,000 conversions across the three markets, clearly demonstrating a conversion lift from OOH exposure.

MailChimp