Case Studies
Issue Discovery | Hyperlocal Marketing
Hyperlocal marketing is being embraced across a wide range of industries and business contexts. Brands are using it to deliver personalized customer experiences, while media platforms are offering tools that make hyperlocal marketing easier and more efficient to execute.
Starbucks
Starbucks leverages hyperlocal marketing to drive store traffic by delivering personalized recommendations and promotions informed by customer’s location, time of day, weather conditions, and purchase history. A prime example is its “Happy Hour” promos, which runs from 2 to 7 p.m. Starbucks sends real-time push notifications to nearby customers. This timely notification delivers personalized engagement, prompting customers to visit the store. Starbucks further enhances its strategy by combining location data with individual purchase history to send tailored messages—such as highlighting customers’ favorite drinks when they’re near a store—and effectively boosts store visits.
Naver
Naver takes a distinctive approach to hyperlocal marketing by delivering personalized recommendations based on user’s current location and situation. Through its map application, the platform provides location-based suggestions powered by AiRSPACE—its proprietary AI-powered place recommendation engine—which analyzes user preferences and behaviors such as sharing, bookmarking, making reservations, and leaving reviews. It also factors in real-time variables like weather, time of day, user demographics, and seasonal moments such as Chobok (one of Korea’s hottest summer days) or Lunar New Year, to suggest popular destinations tailored to each user’s current situation.
SK Broadband
SK Broadband has launched Gen AD, an AI-powered video ad generator designed to support small businesses. With just a store photo and a few keywords, the platform can produce a polished video ad in about 10 minutes. Gen AD uses AI to propose three advertising scenarios and automatically customizes elements like messaging, visuals, and color schemes based on the selected concept. The tool also improves targeting accuracy by recommending optimal ad placement regions using criteria such as business type, target demographics, household structure, and reach. Once the campaign is live, users can monitor performance through real-time reports showing audience engagement by gender, location, and date. For small businesses with limited resources, Gen AD offers a user-friendly solution for running effective marketing campaigns.
