You were about to ask “What did you do?” So I made you a checklist.
Drive foot traffic to 3D body scanning kiosks installed in 60 malls nationwide, converting online ad exposure into in-person visits for a fashion-tech startup that had no brand awareness and a product nobody had heard of.
The product was genuinely innovative: a 3D body scanner that measured your exact dimensions and matched you to your perfect size across hundreds of clothing brands. No more guessing. No more returns. The problem was that nobody wakes up thinking “I need to get body-scanned at the mall today.” The technology only mattered to people who were already in shopping mode, already near a mall, and already interested in the specific brands the scanner supported. That’s three targeting conditions that all had to be true simultaneously. A national awareness campaign would have been like watering the ocean. The media had to be as precise as the technology itself: right person, right place, right moment, right brand. And it had to work across 60 different malls in 60 different markets, each with its own mix of retailers and demographics.
The purchase funnel for this product was backwards. In a normal retail scenario, you build awareness, generate interest, then drive the customer to a location. Here, the location had to come first. If someone wasn’t near one of the 60 malls with a scanner, the ad was wasted. And generic fashion targeting would have cast too wide a net. The unlock was combining two signals that Facebook had in abundance but that almost nobody was layering together at the time: real-time proximity to a specific mall and declared affinity for a specific clothing brand. If you were within range of Short Hills Mall and you already liked Calvin Klein, you didn’t need to be convinced that finding your perfect fit mattered. You just needed to know the scanner existed and it was a five-minute walk away.
Hyperlocal Targeting Architecture.
Built a micro-targeting system on Facebook that combined real-time location data with declared brand affinity. Each ad unit was calibrated to a specific mall and a specific brand: “Find your perfect fit in Calvin Klein at Short Hills Mall.” This wasn’t a national campaign with local variations. It was 60 local campaigns running simultaneously, each speaking to the exact intersection of where you were and what you already cared about.
6,000 Localized Ad Units.
Produced and deployed nearly 6,000 unique ad units across the 60-mall footprint. Every combination of mall, brand, and creative variation got its own ad. This was a creative production and trafficking challenge as much as a media challenge. Most campaigns at this scale default to a handful of templates. This one treated every permutation as its own micro-campaign.
“Perfect Fit Shopping Spree” Contest.
Designed a social contest that incentivized the hardest conversion in retail: getting someone to physically walk into a store. Participants earned additional entries by visiting a scanner location, sharing the contest, and referring friends. The mechanic created organic amplification while keeping the core action anchored to an in-person visit, not just an online engagement.
Dynamic Creative Messaging.
Each ad dynamically paired the user’s proximity with a brand they already liked, making the message feel personal rather than programmatic. The creative wasn’t “come try our scanner.” It was “the Calvin Klein fit you’ve been guessing at is waiting for you right now, ten minutes away.” Relevance at that level of specificity doesn’t just improve click-through. It changes whether someone gets off the couch.
