Increasing Brand Lift and Growing Market Share for BODYARMOR

Brief

BODYARMOR was a new entrant into a well-defined CPG category: sports energy drinks.  

With a product containing less than half the sugar in Gatorade, but only 2% of overall category market share, BODYARMOR was looking to disrupt the paradigm. 

 

Highlights

16%
Lift in Brand Awareness


25M
Video Views in 2 Months


23%
Lift in Purchase Intent

Challenge

The media challenge was to break through the clutter in a crowded space and ensure BODYARMOR’s message of superior hydration was reaching the most relevant audience – ultimately increasing awareness and market share.

Logistically, they secured significant investment with grocery store and gas station distribution networks. The brand also had endorsements across all major sports leagues, plus significant involvement from investor, Kobe Bryant. But, to increase market share and sales, they needed to establish brand awareness with the right customers.

Solution

We used industry research to select the optimal digital media channels, as well as our own planning and channel mix software, to develop the optimal “go-to-market” plan. Using BODYARMOR’s first-party data collected from web engagements and promotional eblast sign-ups, we created targeted media plans for key niche audiences and engaged media partners to further invest in BODYARMOR’s success and growth.

Our team performed look-alike modeling and statistical analysis to create microtargeted audiences, including: Blue Collar Workers, Grocery Gatekeepers, Veterans, Teenage Athletes, and Health-Focused Adults.

Each audience had its own media plan and messaging strategy, for example:

  • The Blue Collar Worker audience focused on Midwestern and Southern states, Facebook and YouTube channels – using creative highlighting their partnership with NASCAR’s Ryan Blaney and UFC promotions. 
  • The Teenage Athlete audience focused on Instagram and Snapchat and leveraged endorsements from the NBA’s James Harden and NFL’s Richard Sherman.

To maximize campaign efficacy, we enabled multiple layers of targeting. This included layering our media with the national distribution footprint, to ensure the campaign was reaching the right people at the right time in the right place. We customized sequential messaging based on customer engagement level and continually made real-time adjustments to optimize performance.

We also engaged our Google reps to ensure alignment and efficiency across the board. These partnerships allowed access to Google Beta products, as well as brand lift and purchase intent studies to evaluate campaign success.

By all measures, this campaign delivered superior performance. Aggressive optimization throughout the campaign resulted in 55% over-delivery and engagement rates much higher than initially outlined. Through Google Site Link extensions, we were able to drive and measure a significant amount of in-store sales volume. 

In year one, the audience-first strategy produced strong brand recall lift amongst four of the five target groups. In year two, the strategy shifted to only include the top four performing audience groups.

  • The Blue Collar audience saw 22% brand lift and $840k in attributable sales.
  • The Grocery Gatekeeper audience saw 14% brand lift and $376k in attributable sales.
  • The Veteran audience saw 12% brand lift and $411k in attributable sales.
  • The Teenage Athlete audience saw 14% brand lift, $154k in attributable sales.
  • The Health Conscious Adult audience saw 2% brand lift, $214k in attributable sales.

More importantly, sales increased nearly 300% YoY, with 6% category market share; leading to the brand being acquired by Coca-Cola.

Targeting Tourism Audiences With CTV Advertising Campaigns

The Brief

A state tourism client tapped Coegi to implement a CTV advertising campaign with the primary goal of driving awareness. We used a test-and-learn bidding strategy to identify optimal bid numbers across platforms. This allowed us to allocate the client’s budget across the most impactful CTV channels. Using this strategy, we achieved more even spend, higher unique views, and improved cost efficiency.

Highlights

2.75MM
Total Views


470,867
Unique Reach


$0.31
Cost per Unique Reach

Challenge

In programmatic CTV advertising campaigns, platforms will often optimize spend distribution towards total views. This oversimplification causes premium placements like Hulu to consume a disproportionate amount of the budget.

That risk was actualized when early reporting showed 99% of campaign spend going to Hulu and only 1% driving views on other high-indexing channels. As a high-impact platform, Hulu was important, but we wanted to ensure we were using other channels to expand the audience reach and maintain cost efficiency. 

Solution

Our specialists manually adjusted and optimized bids across different channels to create an even spend distribution. The goal was to identify the “sweet spot” that would give each strategic channel an appropriate amount of the budget.  Once the optimal channel mix was identified, the spend evened out to be 60% in Hulu and 40% distributed among other channels.

By serving ads to more niche channels such as Travel Channel, HGTV, and Discovery, we were able to reach key audience segments and boost overall ad performance. This generated 2,750,490 total completed video views, a cost-per-view of $0.05, a unique reach of 470,867 and a post-per-unique-reach of $0.31. 

Premium CTV channels can consume a disproportionate amount of budget. Correcting these standard optimizations with a manual test-and-learn strategy is necessary to find the ideal budget spend and maximize cost efficiency.

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How to Drive Job Applicants for Healthcare Recruiting Campaigns

The Brief

A hospital client tasked Coegi with developing a digital healthcare recruiting campaign to drive interest and qualified website traffic for open job positions. Using a combination of social and display tactics, we were able to generate a significant increase in website visits and drive new job applications from a niche audience. 

Highlights

1,496
LinkedIn “Apply Now” conversions


10,000
page views from Display


0.63%
Facebook CTR

Challenge

The ultimate goal was to drive maximal website traffic. But Coegi understood it was critical to ensure the visitors were qualified potential applicants. Due to restrictions on employment-based ad campaigns, the team was creative with data usage across platforms, especially Facebook. Additionally, the client was recruiting for multiple positions, each with different qualifications. This resulted in separate creatives and messaging for each job position, adding a layer of complexity to campaign execution. 

 

Solution

We identified three primary channels for this healthcare recruiting campaign: LinkedIn, Facebook, and programmatic display. 

LinkedIn:

Linkedin was chosen to reach the job-seeking audiences while they were searching. Plus, because they could use job title targeting to be confident the intended audience was being reached. This tactic led to the highest number of “apply now” conversions.

Results: 1,496 application form submissions

Display:

Display was chosen to drive site traffic. Data segments allowed the team to reach niche job titles relevant to the target audience. Using custom data segments allowed for granular job title targeting, while also reaching a larger number of likely users. We ran all job titles in one campaign. Each ad set was targeting a specific job field driving users to unique landing pages. 

Display Results: Nearly 10,000 recruitment page views

Facebook: 

With Facebook, we navigated targeting limitations since employment is a special ad category. This forced a more general targeting strategy focused more on consideration, driving scale for the campaign. Like display, this was primarily used to drive site traffic and make job seekers aware of open positions. 

Facebook Results: 0.63% CTR, 5,650 interview page views, 8,783 career page views

This cross-channel strategy allowed us to target niche job titles and drive high site traffic, despite limitations. Healthcare and pharma brands often defer to brand awareness campaigns due to restrictions in targeting sensitive audiences and compliance laws. However, this campaign showed how health-focused brands can shake that mold and achieve out of the box, lower-funnel goals, such as recruitment, using strategic digital media plans.

How to Prove ROI for CPG Brands Using Loyalty & Purchase Data

The Brief

Bahlsen partnered with Coegi to relaunch their brand across six geographic locations in the United States. Partnering with Catalina, a consumer data company, the teams were able to target, measure, and optimize CTV and display campaign results in real-time across multiple platforms. This resulted in significant incremental sales lift and an increase in new buyers and repeat purchases. 

Highlights

28%
Sales Lift


38%
New Buyer Base


8%
New Buyer Repeat Purchase Rate

Challenge

Measuring marketing campaign ROI can be complicated for CPG brands. Data from online and in-store sales combined with the cyclical purchasing habits of consumers can significantly blur the lines of marketing attribution. It can also handicap a marketer’s ability to make informed optimizations throughout. Without these insights, a true understanding of campaign success can be out of reach for most brands without the assistance of advanced measurement. 

 

Solution

We knew the key to success for Bahlsen 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. This set 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.

Driving Marketing Results for Cryptocurrency Brands

The Brief

A cryptocurrency brand challenged Coegi and our partner, Wachsman, a communications-based strategy consultancy, to drive segmented audiences to register for an online event. Primary KPIs were event site visitations, measured on-site clicks, and ticket purchases. The main challenge was to identify and capitalize on the appropriate social media platforms to align with the brand’s niche audience segments.

Highlights

4,720
Site Views


.96%
Click Through Rate


757,279
Impressions

Challenge

Emerging fintech brands, especially those in the crypto space, face unique challenges not commonly found in the traditional finance sector. There are ever-changing societal, economical, and psychographic trends along with advertising regulations. Fintechs can often struggle with not only identifying and garnering the interest of niche customer segments, but also in harnessing the power of digital advertising.

Solution

Due to digital advertising restrictions set on crypto brands by a variety of social media platforms, Coegi and Wachsman were not immediately able to leverage the platform most widely used by the brand’s audience. Through internal research and creative strategy, we were able to narrow down to Facebook and Instagram – with Reddit as an added opportunity for topic-based targeting. With Facebook and Instagram, we leveraged interest targeting, retargeting, and look-a-like audiences. Each targeted ad was backed up by months of research and brand exercises completed by the Wachsman team, and supported by Coegi.

The campaign performed above average, concluding with 4,720 site views and a .96% CTR, compared to our .3% industry benchmark. In addition to strong social media ad engagement, the target audience proved further interest in the brand. The site experienced 191 on-site action clicks. 183 of those clicks were attributed to the “Get Tickets” button denoted on the social media ads. This was achieved while maintaining an average CPM of under $4 and CPC under $3.

During the campaign, the addition of a website retargeting and look-a-like audience improved the overall performance. We drove a CTR 41% above the campaign average and the highest on-site conversion rate at .028%.

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Growing Omnichannel Retail Solutions for a Wine Brand

The Brief

Coegi helped a wine brand grow both its online and in-store sales by executing an omnichannel digital campaign. Leveraging strategic micro-targeting, paid social media, and grocery delivery app relationships, the campaign achieved impressive ROAS, along with increased purchases and store visits to retailers in the wine brand’s distribution network.

Highlights

5X
Return on Ad Spend


4,500
Direct to Consumer Purchases


9,700
Store Visits

Challenge

A “healthier-for-you” wine brand came to Coegi to expand its omnichannel retail presence. In 2020, they were facing the challenging effects of COVID-19 on shopping behaviors, as well as growing consumer demand for online alcohol sales. Our client needed to provide a convenient way for consumers to shop online while still growing brick-and-mortar sales.

Solution

Coegi helped our wine client create an omnichannel retail solution using digital media.

First, we leaned heavily into Facebook to support online sales using a social commerce ad along with a dynamic retargeting catalog ad. Throughout 2020, these two campaigns alone drove over 4,500 DTC purchases with an exceptional average ROAS of 6.76x. 

We also built a precise shopper marketing campaign on Facebook using co-branded retail carousels to target major DMAs on a national scale. The click-through URL showed consumers a list of nearby stores. We then deployed a foot traffic lift study, which attributed nearly 9,700 store visits to these campaigns.  

To build on this success, we partnered with grocery delivery providers, Drizly and Instacart. With Drizly, we ran a co-branded Facebook campaign to increase awareness of the brand’s availability on this platform. This allowed us to track delivery purchases attributed to the campaign to understand short-term ROI. Instacart in-platform ads were also a major success. In the final months of the year, the team saw an average ROAS of 5.9x with nearly $83,000 in attributable sales. 

Together, these campaigns increased overall brand equity while also driving an increase in omnichannel sales revenue. 

Using TikTok Ads to Reach Potential College Students

The Brief

Coegi used TikTok ads to help a higher education client drive better results in their marketing campaigns. Our client is a private college located in Kansas City, Missouri which recently lowered their tuition costs. They were looking to boost brand awareness among potential students and encourage them to research more about their institution.

Highlights

82%
Higher CTR than Snapchat


$3.53
Cost Per Page View Conversion

Challenge

A younger audience can be hard to reach effectively in the right place, especially on social media platforms. Reaching a potential college student was top of mind for the team. In the summer 2020 planning stages, it became clear TikTok was the right platform. The app was rapidly becoming one of the most popular apps among high school students. However, the platform was unproven in terms of in feed advertising, as it was a fairly new capability from TikTok.

Solution

The team took a risk and proposed TikTok ads in tandem with Snapchat and Instagram to reach their target audience of high school students.

Snapchat and Instagram were set up as conversion campaigns driving users to complete a form fill or research the brand as a whole by visiting pages with information on campus visits or majors.

The TikTok campaign began as an awareness campaign. It was optimizing towards video views as this aligned with the organic user behavior on the platform. Ads were shown in-feed on TikTok, where users spend the majority of their time on the app. 

Targeting started off relatively broad, reaching potential students interested in education across Missouri and Kansas. The platform only narrows to state level geographic targeting.

The ads focused on key competitive advantages of the college such as optional standardized testing and lower tuition. These were both major decision factors for potential students in light of the pandemic.

The TikTok awareness campaign was so efficient in terms of CPM and results after just one month that the objective was adjusted from video views to driving site visits and actions. 

The TikTok platform saw extremely strong results, driving a 82% higher CTR than Snapchat and 688% higher than Instagram. Users on TikTok were also more efficient to convert at a cost of $3.53 per page view conversion tracked. 

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