CHALLENGE

When COVID-19 struck, 7-Eleven faced a sharp decline in store traffic due to restrictions and heightened health concerns. The challenge was clear: they needed to act fast to reconnect with consumers, while serving diverse needs and tolerance for risk.

ACTION

I rapidly devised a data-driven solution that allowed 7-Eleven to communicate authentically with consumers, whether they were cautious stay-at-home individuals or those ready to venture out.

First I segmented consumers into levels of “quarantine concern” based on mobile location, custom research, and proprietary data. This approach illuminated mobility patterns, financial stability, and preference for contact-free purchase.

We then tailored targeting strategies, messaging, and promotional offers to resonate with each segment’s unique needs and concerns. For example, consumers who felt uneasy but still commuted to work received a “$1 off contact-less coffee in-store” message. Those who quarantined saw “$1 off delivery with app download”.

RESULTS

The campaign yielded record-breaking results, driving the lowest cost-per-visit and lowest cost-per-download. Even more, the innovative approach and quick problem solving led to dentsu’s selection of Media Post’s Holding Company of the Year.