We knew the key to success for this campaign was gathering real-time sales data to inform quick optimizations and gain feedback on sales lift. It was also important to reach audiences across multiple channels to facilitate consideration and keep the brand top of mind.
We looked to Catalina to assist with this challenge. With almost 40 years of consumer data and one of the largest in-store media networks, Catalina has built an activation, measurement and attribution model. This allows CPG marketers to build and target hyper-focused niche audience groups across multiple channels.
Using Catalina’s measurement technology and data, we developed and activated highly segmented first-party data lists across CTV and digital display platforms. These audiences consisted of current customers, lost/lagged customers and potential consumers. These rich targeting segments were more likely to engage with and purchase the product than the broader U.S. population, setting the foundation for campaign success.
However, the real key to driving results for our client was in the cross-channel targeting of these lists to keep the brand top of mind at point of purchase. To do this, our team activated CTV and display campaigns using Catalina’s in-house network. Simultaneously, we were targeting the same audiences on Facebook and Instagram.
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.