Verve identified a segment based on social chatter around fruits, vegetables, philanthropy, and exercise, and also geo-fenced retailers who sold the juice.
In addition to driving foot traffic to retailers for one of its juice lines, an internationally distributed CPG brand, in partnership with a non-profit organization that focuses on America’s dietary crisis in under-served communities, strove to increase awareness about the lack of access millions of Americans have to affordable, quality fresh fruits and vegetables.
In addition to targeting its typical juice drinkers with a custom audience segment of dynamic doers, premium juice purchasers, and marathon- and fitness-event attendees, Verve™ also sought out consumers who may be interested in social causes. Thus, Verve identified charity donors and volunteers as well as a segment based on social chatter around fruits, vegetables, philanthropy, and exercise. In addition to identifying target audience segments, Verve geo-fenced retailers who sold the juice, reaching nearby people and driving consideration at the moment of purchase.
Verve developed effective messaging to engage the targeted audience by using a standard banner and a geo-aware expandable Tap to Map ad format. Consumers could locate the nearest retailer and get turn-by-turn directions with a tap, or they could tap to a landing page that promoted the brand’s participation in the social cause. Every time consumers engaged with the social campaign run by the non-profit organization, the brand donated produce to neighborhoods in need.
STORE CONVERSION RATE NEARLY 25.0% AND COST PER STORE VISIT UNDER $0.10
In addition to demonstrating the ability to reach a relevant audience with a high store-conversion rate, the low cost per store visit and cost per incremental visit showed how efficiently the campaigned reached relevant consumers and drove them to the store.
OVER 10.0% SCROLLED TO FIND A RETAILER AND TAPPED TO SITE OR MAP
High engagement rates – led by charity donors and volunteers, marathon and fitness event attendees, and dynamic doers – demonstrated consumers’ purchase intent and interest in learning more about the product.
AVERAGE TIME SPENT IN AD: MORE THAN 20 SECONDS
Consumers interacted with the brand and searched for the nearest retailer to make a purchase, spending on average 5 seconds more time in the ad than the upper benchmark for Verve.
Interfaces are transforming, metrics are increasingly turning on consumer experience and trust, and the rise of privacy regulation (and the laws that will define it) are paramount on every marketer’s agenda.
In this benchmark Verve/Ascendant Network survey, we explore current efforts to future-proof the marketing organization and ensure marketers are prepared to ride — rather than be swallowed by — the next wave of technological and consumer behavioral change.
The critical thing to remember about Apple’s new location-data permissions prompts in iOS 13 is that, beyond the underlying bugginess of the new OS rollout, it’s not a net negative for premium partners working with premium apps.