Case Study:
Candy and Cereal Brand

‘Back to school’ moms drove one of the lowest cost per visits, and the highest incremental store-visit lift.

Objective

An international CPG brand wanted to increase sales of two product lines during the key back to school time period by driving consumers to its website and retailers.

Strategy

Verve™ carefully crafted four custom audience segments. The first included heavy purchasers of the respective product lines and the second reached the brand’s most important decision-makers: moms. Thirdly, in order to increase foot traffic, the ad was delivered when consumers were in close proximity to Walmart® locations, where the brand’s products are sold. Lastly, Walmart shoppers were re-targeted to drive product consideration at a shopping destination with which they were familiar.

The fun and family-friendly creative highlighted the product, prompting consumers to scroll to find the nearest Walmart location and click through to the brand’s website where they could learn more about the products.

At the conclusion of the campaign, Verve Momentum™ insights and analytics, aided the brand in understanding the incremental lift of their mobile marketing efforts and identified tactics that performed the best.

Results

CLICK-THROUGH RATE GREATER THAN 0.5%

With an overall CTR already 60% better than industry average, one segment drove even higher engagement: “back to school” moms.

STORE-CONVERSION RATE OF NEARLY 3.0%

“Back to school” moms had one of the highest store-conversion rates. Additionally, Verve’s analysis found other audience segments that performed well – such as frequent price-sensitive grocery shoppers and frequent health and beauty shoppers – which also aligned with the brand’s target audience.

LESS THAN $0.80 COST PER STORE VISIT

“Back to school” moms drove one of the lowest cost per visits and, more importantly, the highest incremental store-visit lift. This means that when compared to moms who did not see the ad, those who saw the ad drove more than 25% more visits to a store.

 

Walmart is a registered trademark of Walmart Stores, Inc. Verve is not associated with or sponsored by Walmart Stores, Inc.

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