To reduce ad waste on conventional shoppers that were likely never to try a “grain-free”snack. We built several custom conventional shopper audience’s using UPC level data that met the following criteria:
By targeting cohorts of customers that frequent conventional retail locations but also have shown positive purchase history for our clients competing brands, we were able to reach a highly engaged audience of potential first adopters.
This strategy proved sound resulting in big wins both online and in-store.
Online, cost per website visit to the direct site was $8.30. 3rd party sites such as amazon were not included in our tracking. Traffic that was exposed to CPG Digital delivered ads showed a 4x higher conversion rate compared to traffic that was not exposed at any point in the sales funnel.
In retail, we measured over 1MM+ retail arrivals after ad exposure with a very effective $0.29 cost per arrival. Resulting in an overall Omnichannel CPA of $2.52.