We knew the key to success for this campaign was gathering real time sales data. This would allow for quick and efficient optimizations while also providing feedback on the campaigns’ impact on sales lift. It was also important to Coegi’s strategy that targeted audiences be reached across multiple channels in order to facilitate consideration and keep the brand top of mind while consumers were shopping.
Due to their long and proven history in CPG advertising, we looked to our data partner, Catalina, to assist with this challenge. Originally, the creators of the Checkout Coupons, Catalina has evolved to be an industry leader in targeting, tracking and measuring CPG consumer behaviors. With almost 40 years of consumer data and one of the world’s largest in-store media networks, Catalina has built an activation, measurement and attribution model allowing CPG marketers to build and target hyper-focused niche audience groups across multiple channels.
Using Catalina’s measurement technology and vast data banks, our team developed and activated highly segmented first-party data lists for our client’s target audience across CTV and digital display platforms. These audiences consisted of current customers, lost/lagged customers and potential consumers that were more likely to purchase our client’s product. The combination of these audience groups produced rich targeting segments that were more likely to engage with and purchase the product than the broader U.S. population.
While the audience group quality set the foundation for campaign success, the real key to driving results for our client was in the cross-channel targeting of these lists in order to keep the brand top of mind when they were ready to purchase. To do this, our team activated CTV and display campaigns using Catalina’s in-house network while also targeting the same audience groups on Facebook and Instagram.
The combination of these tactics enabled us to surpass industry benchmarks delivering beyond expectations for the client. The seven week campaign resulted in an incremental sales lift of 28% (16% benchmark) with a 38% increase in new buyer base and a repeat purchase rate of 8% in those new users. For CPG brands looking to prove advertising ROI, prioritize collecting high quality customer sales data to accurately track and measure sales lift throughout campaigns. To amplify results, use segmented audience lists with a cross-channel strategy to increase reach and frequency among key consumer groups.