Drive-to-store has long suffered from a paradox. Brands knew how to use social networks to generate store traffic, but had few tools to precisely measure the impact of their campaigns on store visits.
Today, measurement technologies make it possible to close this gap. By combining Snapchat with the Kairos measurement solution, Bouygues Telecom has developed an approach able to directly link advertising exposure and store traffic. An evolution that transforms how the performance of social media campaigns is assessed and illustrates the maturity of social commerce.
Measuring business impact rather than digital performance alone
For a long time, drive-to-store campaigns were managed through digital indicators: impressions, clicks, engagement rate or cost per thousand.
While these metrics remain essential to track the delivery of a campaign, they do not answer an essential question: did the people exposed to the advertising actually go to the store?
For Bouygues Telecom, the stake was precisely to go beyond this partial reading of performance. Thanks to Kairos, the brand can now measure the visits generated after exposure to Snapchat campaigns and analyse their concrete impact on point-of-sale traffic.
This change of perspective deeply modifies the way media investments are managed. The success of a campaign is no longer limited to its digital performance: it is also measured by its ability to generate real visits.
Snapchat, a particularly effective lever for social-to-store
To support this strategy, Bouygues Telecom has relied on Snapchat for several years.
The platform combines several key assets: an engaged audience, advanced geolocated targeting capabilities and immersive formats designed to encourage action.
Over the course of activations, Snapchat has established itself as an effective traffic lever to support the brand’s commercial peaks, product launches and in-store operations.
The results observed testify to this effectiveness. In four years, more than fifty campaigns were deployed and the visit rate doubled. Snapchat is also among the most effective levers in cost per visit, an indicator particularly relevant in a drive-to-store logic.
Beyond one-off performances, these results illustrate the platform’s ability to generate a lasting impact when integrated into a continuous optimisation strategy.
Data as an engine of continuous improvement
One of the main lessons of this collaboration lies in the central place given to measurement.
Each campaign provides valuable information on the behaviour of exposed audiences: the best-performing catchment areas, the most favourable moments to generate visits and the most effective creative activations.
This knowledge allows Bouygues Telecom to progressively refine its strategy and direct its investments towards the best-performing set-ups.
Data is no longer used only to analyse results after the fact. It becomes a genuine management tool making it possible to improve campaigns continuously and maximise their impact on store traffic.
When social media becomes a measurable traffic lever
The Bouygues Telecom example illustrates the evolution of social drive-to-store towards more mature models that are more oriented to business results.
Performance today rests on three complementary dimensions: precise local targeting, advertising creative able to prompt action, and reliable measurement linking media exposure and physical visit.
When these three levers come together, social networks become much more than a visibility channel. They establish themselves as a genuine driver of point-of-sale traffic, able to contribute directly to the brand’s commercial objectives, at the heart of a social commerce logic.
In a context where measuring return on investment has become unavoidable, this ability to demonstrate the real impact of campaigns on store visits is now a major strategic advantage.
Going further. See also our approach to media performance, measuring the real effectiveness of campaigns and the Bouygues Telecom client case.
On the same topic: « celio: proof that drive-to-store and e-commerce are not opposed » and « First ultra-personalised virtual try-on experience on Snapchat with Alain Afflelou ».
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